The landscape of in-flight and in-ship entertainment is undergoing a significant shift, challenging the long-held dominance of IMG’s Sport 24 channels. A new deal involving the Olympics is at the center of this disruption, as Iris has secured rights to provide content to passengers while they travel, a sector previously controlled by IMG. This development, discussed on the February 20, 2026, episode of The SportBusiness Podcast, signals a potential reshaping of how sports content reaches a captive audience.
For years, IMG’s Sport 24 has been the go-to provider of sports programming for airlines and cruise lines. However, Iris’s recent acquisition of in-flight and in-ship rights to the Olympics represents a major incursion into IMG’s territory. Martin Ross, who joined Catherine Davies on the podcast, highlighted the significance of this move, noting the impact of new technologies on the industry. The competition isn’t just about content. it’s about the delivery methods and the evolving expectations of travelers.
The Rise of Iris and the Olympic Deal
The specifics of the Iris deal with the Olympics weren’t detailed in the podcast summary, but the implications are clear. Iris’s entry into the market introduces a new player with the potential to leverage cutting-edge technology to enhance the viewing experience for passengers. This could include features like personalized content recommendations, interactive elements, and higher-quality streaming. The deal was initially reported by SportBusiness, as referenced in the podcast’s source materials.
The timing of this shift is noteworthy. As travel rebounds and passengers increasingly demand high-quality entertainment options, the in-flight and in-ship entertainment market is becoming more competitive. Iris’s move suggests a belief that there’s room for disruption and that traditional models are ripe for innovation. The podcast also touched on Formula 1’s return to IMG’s Sport 24 in a three-year deal, and IMG doubling down on its Sport 24 business with a long-term agreement with Panasonic, indicating IMG is actively working to maintain its position in the market.
Beyond In-Flight: EPL Sponsorship Models and Revenue Streams
The SportBusiness Podcast episode wasn’t solely focused on in-flight and in-ship entertainment. Matthew Glendinning delved into a proposal being considered by English Premier League (EPL) clubs to adopt a central sponsorship model for perimeter advertising sales. This proposal aims to potentially rival the UEFA Champions League in terms of revenue generated from this sector. Currently, perimeter advertising sales are handled individually by each EPL club, but a centralized approach could unlock greater value through collective bargaining and broader sponsorship packages.
The potential revenue gains are substantial. The podcast noted that UEFA club competition revenue already reached €4.4 billion, and UEFA women’s football is nearing the €100 million sponsorship mark. If the EPL clubs were to successfully implement a central sponsorship model, they could significantly increase their revenue from perimeter advertising, potentially closing the gap with the Champions League. This move reflects a broader trend in sports towards maximizing commercial opportunities and exploring new revenue streams.
Olympic Ice Hockey Audiences and Political Interest in Pay TV
The podcast also briefly touched on two seemingly unrelated topics: Olympic ice hockey audiences and the growing interest among politicians in pay TV subscriptions. The details surrounding these topics were limited, but their inclusion highlights the wide-ranging scope of the SportBusiness Podcast and its commitment to covering the diverse facets of the global sports industry. The podcast’s host, Catherine Davies, steered the conversation through these varied topics, with contributions from Ross and Glendinning.
Listeners can subscribe to The SportBusiness Podcast on Apple Podcasts, Spotify, Amazon Music, and YouTube. A 30-per-cent discount is available on SportBusiness.com subscriptions using the code SBPODCAST30.
The competition between IMG and Iris, coupled with the EPL’s potential sponsorship overhaul, underscores a period of dynamic change within the sports industry. The focus on maximizing revenue, embracing new technologies, and reaching wider audiences will likely continue to shape the landscape in the years to come. The in-flight and in-ship entertainment market, once a relatively stable sector, is now a battleground for innovation and market share.
The next key development to watch will be the full implementation and impact of the Iris Olympic deal, and whether other content providers will follow suit in challenging IMG’s established position. The EPL clubs are expected to continue discussions regarding the central sponsorship model, with a decision anticipated in the coming months. Stay tuned to SportBusiness for further updates on these evolving stories.
What are your thoughts on the changing landscape of sports entertainment? Share your comments below and let us know how you suppose these developments will impact the viewing experience for sports fans.
