Football fans flying with Virgin Atlantic will soon be able to watch major live sporting events from the moment they board until they land, thanks to a new partnership with Sport 24.

Virgin Atlantic has announced a new partnership with Sport 24 that will allow passengers to watch live sport on their personal devices while flying on the airline's Starlink-equipped aircraft.

The move comes as demand for in-flight connectivity continues to grow, with travellers increasingly expecting to stay connected to live events while in the air. Through the partnership, customers will be able to access Sport 24 and Sport 24 Extra free of charge using Virgin Atlantic's high-speed Starlink wifi service.

Available content will include more than 6,000 hours of live sport each year, covering football, tennis, basketball and motorsports. Major events such as the FIFA World Cup 26™ will be available to watch live throughout the journey, from boarding through to arrival.

Sport 24 is owned and operated by global sports marketing agency IMG and was created specifically for airline and cruise passengers. The service is already used by airlines around the world to broadcast live sporting events to travellers who might otherwise miss key moments while in transit.

The launch forms part of Virgin Atlantic's wider investment in onboard connectivity. The airline has been rolling out free Starlink wifi for Flying Club members across its fleet, providing streaming-quality internet access during flights. Starlink is currently available on around one-third of Virgin Atlantic aircraft, with the airline aiming to complete fleet-wide installation by 2027.

Juha Jaervinen, chief customer officer at Virgin Atlantic, says: "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."

The announcement reflects a broader shift in passenger expectations. As onboard internet speeds improve, airlines are increasingly looking beyond basic messaging and browsing to offer entertainment experiences that mirror those available on the ground.

Richard Wise, senior vice-president of content and channels at IMG, says: "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."

For Virgin Atlantic, the addition of Sport 24 expands an entertainment offering that increasingly combines connectivity with content. Rather than waiting until they reach their destination to catch up on results, passengers will be able to follow matches, tournaments and races live while travelling.

The timing is particularly significant ahead of a busy sporting calendar, with global football, tennis and motorsport events expected to attract large international audiences. By bringing live sport into the cabin through Starlink-enabled connectivity, Virgin Atlantic is aiming to ensure that travellers remain connected to the sporting moments that matter most, wherever they are in the world.