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HSBC has added to its golf sponsorship portfolio by picking up the naming rights to a new arm of IMG’s television programming concept surrounding the sport.

HSBC Golfing World, customised specifically for the in-flight market, will take the best material from the existing Golfing World show launched earlier this year and make it available in a monthly version to passengers on many of the world’s top airlines.

Golfing World is an hour-long magazine show that mixes the latest news, interviews, lifestyle features and tournament updates, and is currently aired in more than 30 countries, five days per week.

“HSBC has a wide portfolio of golf sponsorships because we value the strong ethics of the sport and the challenges it presents to anyone who plays the sport, regardless of their level,” said Giles Morgan, group head of sponsorship for HSBC.

“We see HSBC Golfing World as an ideal opportunity to share those values, and, where relevant, to showcase our commitment to the sport with air travellers and hopefully to help their journey seem that little bit shorter.”

The deal builds on in-flight deals sealed by IMG Sports Media earlier this year. The IMG division was appointed by FIFA to distribute in-flight and ship-at-sea broadcast rights for the 2010 and 2014 World Cups in March, and then two months later was re-appointed by the Premier League to exclusively distribute all programming to the in-flight and in-ship markets for the next three seasons.

Richard Wise, senior vice-president of IMG Media, added: “The global success story of HSBC and golf continues to add new chapters year on year. This exciting addition to IMG’s in-flight portfolio will showcase the many faces of golf and a number of golf-related initiatives supported by HSBC around the world.”