ReachTV, which is claimed to be the largest airport television network in the US, has today (March 30) announced a multi-year partnership with Sport 24, the in-flight and in-ship entertainment service owned by international sports agency IMG.

The partnership will, IMG has said, strengthen the proposition of both organizations, allowing them to better sell in advertising to brands seeking to target travelers during the passenger journey.

Among the properties to which Sport 24 holds rights are soccer’s English top-tier Premier League, European UEFA Champions and Europa League, and Asian Football Confederation, basketball’s NBA, American football’s NFL, golf’s majors, and tennis’ grand slams.

ReachTV, meanwhile, recently also moved into the sporting space through a multi-year agreement with the NFL.

Lynnwood Bibbens, founder and chief executive of ReachTV, said: “This partnership with IMG creates a complete travel media partnership. It will enhance ReachTV’s existing media sales against live NFL programming, now enabling us to sell across all other live sports reaching the vast inflight and cruise audience. We are just scratching the surface of this partnership, as ReachTV can continue to grow our original content and sell across new territories.”

Ciaran Bone, vice president for content and channels of IMG’s media business, added: “This deal will enable ReachTV to continue the journey of their advertising campaigns from the initial Wi-Fi sign-on, through the airport onto aircraft via Sport 24’s outstanding offering of premium live sport on board. Sport 24 will become part of their network from a media advertising perspective. It’s an exciting development for both parties.”

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By GlobalData