NBA and Sport 24: A Winning Partnership for Global Fans
The National Basketball Association (NBA) has taken a significant step in enhancing its global reach by extending its partnership with Sport 24, the premier 24/7 live sports channel tailored for the international airline and cruise line industries. This multiyear agreement promises to deliver an exhilarating experience for basketball fans traveling the world, as Sport 24 will broadcast over 125 live NBA games each season to passengers aboard select airlines and cruise lines.
A Comprehensive Broadcast Schedule
As part of this renewed collaboration, Sport 24 will air five live NBA games each week during the league’s regular season. This includes coverage of marquee events such as the Emirates NBA Cup, previously known as the NBA In-Season Tournament, the NBA All-Star Game, the NBA Play-In Tournament, the NBA Playoffs, and the Finals. With the 2024-25 NBA regular season set to tip off on October 22nd, fans can look forward to a packed schedule of live action, ensuring they won’t miss a moment of the excitement, even while traveling.
Enhancing the Travel Experience
Richard Wise, Senior Vice President of Content and Channels for IMG’s media business, expressed enthusiasm about the partnership, stating, “The NBA is one of the most entertaining and competitive sports leagues in the world.” He emphasized that through Sport 24’s coverage, passengers will have access to regular live NBA action, including the thrilling new format of the Emirates NBA Cup. This initiative reflects IMG’s commitment to enhancing the travel experience for sports fans and better serving airline and cruise ship partners globally.
Accessibility for Fans on the Move
Adam Cox, Senior Director of Global Media Distribution for NBA Europe and the Middle East, echoed this sentiment, highlighting the importance of accessibility. “We are excited to continue our collaboration with IMG and Sport 24 as part of our commitment to making NBA games and programming accessible to fans wherever they are,” he stated. This extension of the partnership means that fans can follow the excitement of the NBA while traveling the skies and seas, ensuring that the thrill of the game is never out of reach.
A Global Reach
Sport 24 and its sister channel, Sport 24 Extra, are available on more than 665 aircraft across 11 airlines, including Emirates, the NBA’s global airline partner. Additionally, the channels are featured on over 125 cruise ships spanning more than 15 global cruise lines. This extensive reach allows the NBA to connect with fans in diverse locations, making it easier for them to engage with their favorite teams and players, no matter where their travels take them.
A Legacy of Sports Coverage
Launched in 2012, Sport 24 and Sport 24 Extra have established themselves as go-to sources for live coverage of major sporting events. Produced from IMG’s production headquarters at Stockley Park in the UK, the channels showcase a variety of sports, including American football (in-flight only), football, golf, hockey, and tennis. The collaboration between the NBA and Sport 24 began in 2015, marking a significant milestone in the league’s efforts to expand its international footprint and engage with a broader audience.
Conclusion
The renewed partnership between the NBA and Sport 24 is a testament to the growing demand for live sports content in the travel industry. By providing fans with access to live NBA games while they are on the move, this collaboration not only enhances the travel experience but also reinforces the NBA’s commitment to making its games accessible to a global audience. As the new season approaches, basketball enthusiasts can look forward to enjoying the thrill of the game, no matter where they are in the world.