The National Basketball Association (NBA) and Sport 24, the 24/7 live sports channel for the international airline and cruise line industries, have announced a multiyear extension of their existing agreement that will see Sport 24 broadcast more than 125 live NBA games each season to passengers on select airline carriers and cruise lines.

As part of the renewal, the IMG-owned and operated channel will air five live NBA games each week throughout the league’s regular season and marquee events, including the Emirates NBA Cup (previously named the NBA In-Season Tournament), NBA All-Star, the NBA Play-In Tournament, the NBA Playoffs, and the Finals. The 2024-25 NBA regular season tips off on October 22nd.

“The NBA is one of the most entertaining and competitive sports leagues in the world,” said Richard Wise, SVP, Content and Channels for IMG’s media business.  “Through our coverage, we’re excited to be bringing passengers regular live NBA action, including the thrilling new format, the Emirates NBA Cup.  This is another example of our commitment to North American sports and to better serve our airline and cruise ship partners around the world.”

“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,” added NBA Europe and Middle East Senior Director, Global Media Distribution, Adam Cox. “Through this extension, fans will be able to follow the excitement of the NBA as they travel the skies and seas.”

Sport 24 and Sport 24 Extra are available on more than 665 aircraft on 11 airlines, including Emirates, the NBA’s global airline partner, and more than 125 cruise ships on over 15 global cruise lines.  Launched in 2012, both Sport 24 and Sport 24 Extra are produced from IMG’s production HQ at Stockley Park in the UK.  Sport 24 shows live coverage of major sporting events and tournaments across American football (in-flight only), football, golf, hockey, and tennis.  The NBA’s collaboration with Sport 24 began in 2015.

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Tags: basketball, NBA, Sport 24