"Ninja Warrior"
Content powerhouse, Banijay Entertainment, announced it has acquired worldwide distribution rights (excluding Asia, US, Germany, France and Poland) for “Ninja Warrior,” the legendary sportainment franchise, created by Tokyo Broadcasting System (“TBS”). The deal builds on the strategic partnership between the two companies announced earlier this year and brings the format into the largest European studio’s elite portfolio of superbrands.
A global phenomenon since its launch, “Ninja Warrior” has entertained audiences worldwide with its nail-biting physical challenges, powerful athleticism, and high-stakes competition. The format showcases extraordinary strength, speed, agility, and mental toughness, as everyday competitors push their limits on fiercely demanding obstacle courses. Currently airing in five international markets, this new deal enables Banijay Entertainment to scale and relaunch the format globally through its network of labels worldwide.
James Townley, Chief Content Officer, Banijay Entertainment, celebrated the acquisition: ‘We feel incredibly fortunate to bring a universally loved and recognisable show like 'Ninja Warrior' into our portfolio of superbrands. This is classic sportainment at its very best, packed with intense jeopardy, physical prowess and competitive energy. With our expertise in refreshing iconic formats, we are well-placed to evolve this brand, building on the momentum from TBS," commented.
Meanwhile, Katsuaki Seto, Executive Officer for the global business at TBS Holdings, viewed the deal as another milestone toward global reach: ‘This new partnership is an exciting step for our signature format, 'Ninja Warrior' With Banijay Entertainment’s amazing expertise in development, production and distribution, we are confident in the format’s continued growth and global reach. Guided by our business purpose — Inspiring Global Love for Japan through Timeless Moments — we look forward to delivering this iconic physical game show to even more countries and audiences worldwide," noted.
The agreement was brokered by Helen Greatorex, Head of Format Acquisitions at Banijay Entertainment. “Ninja Warrior” joins Banijay Entertainment’s premium third-party portfolio heading to Cannes, which includes the unique culinary format “Atypical Critics” from Pixcom International featuring autistic food critics; and the competitive knitting series “The Game of Wool” from “Hello Halo” for Channel 4.
These titles will be highlighted at MIPCOM 2025 alongside Banijay Entertainment’s all-new slate of original and entertaining formats, including “Let’s Play Ball,” “Football Island,” “Villa of Temptations,” “Foodish,” and “Lost and Found in the Lakes.”
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