Euroleague Basketball, IMG aim for the skies with new partnership

Euroleague Basketball has signed an innovative collaboration agreement with IMG to show the Turkish Airlines Euroleague on Sport 24, the first live global premium 24-hour sports channel for airline passengers. Sport 24 is the inflight channel exclusively produced and distributed by IMG Media, part of IMG Worldwide, the global sports, fashion and media company.

The Turkish Airlines Euroleague will be the first basketball competition to be included in the Sport 24 guide, which already broadcasts top-class football (the Barclays Premier League and Bundesliga), golf (The Masters, the Open Championship and the Ryder Cup), tennis (Wimbledon and the Australian Open) and motorsport (Formula 1).

“We are really proud of this new and innovative agreement as we add a new and very valuable platform to our television coverage and give an interesting way for our fans to watch the Turkish Airlines Euroleague games,” says Euroleague Basketball president and CEO Jordi Bertomeu. “Moreover we are very satisfied with the fact that our title sponsor, Turkish Airlines, will be able to offer all its passengers the opportunity to enjoy Turkish Airlines Euroleague games during their flights, which makes for the perfect combination.”

Richard Wise, senior vice-president of IMG Media, adds: “Sport 24 is revolutionising the way passengers watch live sports on airlines. For the first time ever, viewers will be able to enjoy live coverage of their favourite sports events, including Euroleague Basketball, whilst travelling on business or holidaying abroad. Sport fans will no longer have to miss their favourite team or event on this new dedicated sports channel.”