The Olympic Games are expanding their reach, albeit in a unique segment of the travel market. The International Olympic Committee (IOC) has awarded exclusive inflight and inship global media rights for the next four Olympic Games to IRIS Sport Media, a UK-headquartered sports advisory firm. The deal, beginning immediately with the ongoing Milan-Cortina Winter Olympics, extends through the Los Angeles Summer Games, the Winter Games in the French Alps, and culminates with Brisbane .
This marks a significant shift in how the Games will be presented to travelers, ending IMG’s long-standing dominance in this specialized broadcast sector. For years, IMG’s Sport 24 had established the technological and contractual framework for live sports content delivered to passengers in the air and at sea, beginning with the Australian Open. The portfolio amassed by IMG included major events like the FIFA World Cup, the Premier League, and Formula One. However, the landscape is changing.
Advances in satellite technology, coupled with increased demand from airlines seeking to enhance the passenger experience in a competitive market, have opened the door for new players. The Olympic Games, with their global appeal and recent resurgence in viewership, represent a particularly attractive property. IRIS Sport Media, founded by former IMG executive Ioris Francini, is well-positioned to capitalize on these trends.
The agreement encompasses live, delayed, and highlight rights, ensuring comprehensive coverage for passengers on airlines and cruise ships worldwide. IRIS has already begun distributing content from the current Winter Olympics, signaling a swift transition from IMG’s previous control. Francini expressed his enthusiasm, stating, “We are thrilled about this opportunity and grateful to the IOC for the trust in our distribution programme. The demand in this segment for premium sports content is at an all-time high and there is nothing bigger or more iconic on a global stage than the Olympic Games.”
Francini anticipates a particularly strong surge in demand during the Los Angeles Summer Olympics, noting that the time zones will align favorably with the schedules of many cruise lines. He also highlighted the ongoing technological evolution within the inflight industry, with connectivity becoming more accessible and affordable, and a growing passenger expectation for access to premium content. “the inflight industry is undergoing a rapid technological evolution with connectivity being available in simpler and more cost-effective ways and an underlying growing passenger-demand for access,” he said.
The IOC views the partnership with IRIS as a key component of its broader broadcast strategy. Anne-Sophie Voumard, Managing Director, IOC Television and Marketing Services, emphasized the importance of reaching the widest possible audience. “We are excited to be working with IRIS Sport Media to provide inflight and inship coverage of the Olympic Games through to , which supports our broadcast objective of reaching the widest possible audience,” Voumard stated.
This deal isn’t simply a change of hands; it represents a recognition of evolving consumer habits and technological capabilities. For years, in-flight and in-ship entertainment options were limited, often relying on pre-loaded content or limited live broadcasts. The increasing availability of reliable and affordable satellite connectivity is transforming this landscape, allowing airlines and cruise lines to offer passengers a more robust and engaging entertainment experience. The Olympic Games, with their broad international appeal and compelling narratives, are a natural fit for this evolving market.
The competitive pressure within the airline industry is also a driving force. Airlines are constantly seeking ways to differentiate themselves and enhance the passenger experience, and premium content like the Olympic Games can be a significant draw. Similarly, cruise lines are investing in onboard amenities to attract passengers, and live sports coverage is increasingly viewed as a valuable offering.
Ioris Francini’s background with IMG provides IRIS with a distinct advantage. Having previously helped establish the framework for in-flight and in-ship sports broadcasting, he possesses a deep understanding of the market’s complexities and opportunities. This experience will be crucial as IRIS navigates the challenges of distributing content to a diverse range of airline and cruise ship partners around the globe.
The implications of this deal extend beyond simply providing entertainment to travelers. It represents a strategic move by the IOC to expand its reach and engage with a global audience in a new and innovative way. By partnering with IRIS, the IOC is positioning itself to capitalize on the growing demand for premium sports content in the travel sector and ensure that the Olympic Games remain a captivating experience for fans, regardless of their location.
