Game on: Virgin Atlantic partners with Sport 24 to bring live sport to the skies
As football fever hits new heights, Virgin Atlantic is teaming up with IMG to bring live sport to the skies via Sport 24, helping customers stay connected to the moments that matter most, wherever they are in their journey.
Available on Starlink-equipped aircraft, customers can access the Sport 24 and Sport 24 Extra channels on their own devices for free by connecting to Virgin Atlantic's streaming-quality Wi-Fi. Whether settling into their seat before take-off, cruising at 35,000 feet or counting down the minutes to landing, fans can enjoy live sports content such as FIFA World Cup 26™ on Sport 24 from boarding to arrival.
The partnership will bring customers closer to the action just in time for a summer packed with sport, with more than 6,000 hours of live sport including football, tennis, basketball and motorsports available on Sport 24’s channels. Owned, operated and licensed by the global sports marketing agency IMG, Sport 24 is the first live sports channel created specifically for airline and cruise passengers.
The launch builds on Virgin Atlantic's rollout of free, high-speed Starlink Wi-Fi for Flying Club members, delivering streaming-quality connectivity throughout the journey. Already available on one third of the airline's fleet, with the final Airbus A350 fitted more than five months ahead of schedule, Starlink helps customers stay connected to the people, content and experiences they love, with full fleet connectivity planned for 2027.
Juha Jaervinen, Chief Customer Officer at Virgin Atlantic, commented:
"Whether you're travelling for business, heading off on holiday or flying home, nobody likes missing a big sporting moment. With Sport 24 available on our growing Starlink-enabled fleet, customers can be part of the action from start to finish – another way we’re taking connectivity to new heights."
Richard Wise, SVP, Content and Channels at IMG, commented:
"Sports fans want to stay close to the action wherever they are, and travel shouldn't mean missing out. Sport 24 is the market-leading live sport partner in the air and at sea with an unmatched portfolio of live sport including the FIFA World Cup 26TM, The Championships (Wimbledon), The Open, and much more. With 14 years of proven delivery, supported by the global knowledge, insights and expertise of IMG, we’re a trusted partner for airlines worldwide.”
With Sport 24 now joining Virgin Atlantic’s entertainment line-up, customers have even more ways to stay entertained, connected and in the moment while they travel.
ENDS
For further information please visit www.virginatlantic.com. For further press information please email press.office@fly.virgin.com
About Virgin Atlantic
Virgin Atlantic was founded by entrepreneur Sir Richard Branson in 1984, with innovation and amazing customer service at its core. In 2025, the airline was voted Britain’s only Global Five Star Airline by APEX for the ninth year running in the Official Airline Ratings. Headquartered in London, it employs 9,250 people worldwide, flying customers to 28 destinations throughout the year.
Alongside shareholder and partner Delta Air Lines, Virgin Atlantic operates a leading transatlantic network, with onward connections to over 200 cities around the world. In 2020, Air France-KLM, Delta Air Lines and Virgin Atlantic launched an expanded Joint Venture, offering a comprehensive route network, convenient flight schedules, competitive fares and reciprocal frequent flyer benefits, including the ability to earn and redeem miles across all carriers. Virgin Atlantic joined SkyTeam in 2023, as the global airline alliance’s first and only UK member airline, enhancing SkyTeam’s transatlantic network to and from London Heathrow and Manchester.
Virgin Atlantic has been pioneering sustainability leadership for more than 15 years, committing to Net Zero by 2050 and continuous action that reduces environmental impact. The airline operates one of the youngest and most fuel-efficient fleets in the skies, with an average age of 6.9yrs. In 2022, Virgin Atlantic welcomed its first A330-900’s to the fleet, continuing its transformation towards 100% next generation aircraft by 2028. For more information visit www.virginatlantic.com or via Facebook, X and Instagram @virginatlantic.