IMG deals with Panasonic to widen Sport 24 in-flight options

IMG, the international sports and entertainment company, has signed a new deal with Panasonic Avionics Corporation, a division of the Japanese electronics giant, to broaden the exposure of its in-flight and in-ship channel operation Sport 24.

Panasonic will exclusively market both Sport 24 and its sister channel Sport 24 Extra to airlines using other connectivity networks for the first time, enabling the service to be shown on any carrier featuring in-flight entertainment.

Richard Wise, senior vice-president of content and channels, IMG Media, said: “This latest agreement with Panasonic will bring Sport 24 to millions more passengers across more global airlines in the years ahead. This new deal also conveys the confidence both parties have in the recovery of the airline industry after the pandemic, especially now that vaccines are being rolled out around the world.  

“Panasonic’s role as the official provider for our channels is a significant step in the growth of live sport as in-flight entertainment. Premium live coverage of the world’s major sports tournaments and events is a must-have for airlines wanting to engage with and cater to passengers as connectivity becomes more important. We’re proud to be part of this exciting development for the in-flight industry.”  

Ken Sain, chief executive, Panasonic Avionics Corporation, added: “Our long-standing relationship with IMG enables us to broadcast live sports coverage to passengers all over the world. Watching sport live in-flight creates unforgettable moments for passengers and we’re delighted to be able to exclusively provide this service to airlines, no matter which connectivity network they are using.”  

Top sports events on the Sport 24 schedule in 2021 include soccer's rescheduled Uefa Euro 2020, England's Premier League and Europe's elite Uefa Champions League, the delayed Tokyo 2020 Olympics, golf's Ryder Cup and majors, tennis' grand slams and the major North American leagues.