Olympic Content Takes Flight: How Inflight and Inship Entertainment is Evolving
The International Olympic Committee (IOC) has announced a significant shift in how the Games will reach global audiences, awarding exclusive inflight and inship media rights for the next four Olympic Games – from Milano Cortina 2026 through Brisbane 2032 – to IRIS Sport Media. This deal signals a growing recognition of the travel sector as a prime location for premium sports content consumption.
The Rise of ‘Second Screen’ Entertainment in Transit
For years, airlines and cruise lines have offered entertainment options to passengers, but the quality and variety have often lagged behind at-home experiences. However, with increasing connectivity and passenger demand, this is rapidly changing. The IOC’s partnership with IRIS Sport Media reflects this trend, acknowledging that travelers are actively seeking high-quality content during their journeys. This isn’t simply about filling time; it’s about capturing an engaged audience.
IRIS Sport Media, taking over from Sport 24, will provide live, delayed, and highlights coverage. Ioris Francini, Founder Partner at IRIS, highlighted the “all-time high” demand for premium sports content in this segment, emphasizing the Olympic Games’ unique global appeal.
Los Angeles 2028: A Prime Opportunity for Cruise Lines
The Los Angeles 2028 Summer Games are already being viewed as a particularly lucrative opportunity. Francini noted the favorable time zones for cruise lines operating in the Pacific, anticipating a “huge surge in demand.” This is a strategic advantage, as cruise passengers are a captive audience with extended periods of downtime – ideal for consuming extensive Olympic coverage.
The increasing availability of connectivity on flights is also a key factor. Passengers are no longer limited to pre-loaded content; they can stream live events and on-demand highlights, mirroring the experience they enjoy at home. This technological evolution is driving the demand for access, as Francini pointed out.
Expanding Reach: The IOC’s Broadcast Objectives
The IOC’s decision isn’t solely about revenue; it’s about expanding the reach of the Olympic Games. Anne-Sophie Voumard, Managing Director, IOC Television and Marketing Services, stated that the partnership supports the IOC’s “broadcast objective of reaching the widest possible audience.” Inflight and inship entertainment represent a significant, previously under-tapped market.
The Milano Cortina 2026 Games will spot approximately 3,000 press accreditations allocated, demonstrating the continued importance of traditional media coverage alongside these evolving distribution models.
Beyond the Olympics: The Future of Travel Entertainment
The IRIS-IOC deal isn’t an isolated event. It’s part of a broader trend of investment in inflight and inship entertainment. Airlines and cruise lines are increasingly recognizing the value of offering compelling content as a differentiator. Expect to see more partnerships between sports organizations, entertainment providers, and travel companies in the coming years.
This could include exclusive content deals, interactive experiences, and personalized entertainment options tailored to passenger preferences. The goal is to transform travel time from downtime into quality entertainment time.
FAQ
Q: Which Olympic Games are covered by this deal?
A: Milano Cortina 2026, Los Angeles 2028, the French Alps 2030, and Brisbane 2032.
Q: Who previously held the rights for inflight and inship Olympic coverage?
A: Sport 24.
Q: What type of Olympic content will be available?
A: Live, delayed, and highlights coverage.
Q: Why are the Los Angeles 2028 Games expected to be particularly popular for cruise lines?
A: The time zones are favorable for cruise lines operating in the Pacific.
Did you know? The Main Media Centre for the Milano Cortina 2026 Games will host over 8,000 broadcast personnel.
Pro Tip: Keep an eye on airline and cruise line announcements for details on how they will be incorporating Olympic coverage into their entertainment offerings.
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