Superindie group Banijay has confirmed plans to push into the world of sport under new division Banijay Sports.

Banijay said it will now look to broaden its efforts in sportainment, documentary and digital, via new partnerships, content investments and M&A.

2. Banijay.Marco Bassetti

Marco Bassetti, Banijay

The move, which will not venture into broadcast and streaming rights, was announced by CEO Marco Bassetti at Content London 2023.

With the sports industry rapidly growing, spearheaded by the increase in the value of sports rights, Bassetti cited the complementary nature of the genre to its content and distribution business, and the notable demand from clients, in the decision to launch the new department.

The latest push will ramp up Banijay’s existing sports efforts worldwide specifically with documentaries including That Peter Crouch Film (Workerbee for Amazon Prime Video), Human Playground (Scenery and Workerbee for Netflix), and two seasons of La Leyenda de Sergio Ramos (Endemol Shine Iberia for Amazon Prime Studio).

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Elsewhere, Banijay Benelux is home to Dutch sports player, Southfields, which delivers coverage, talk shows and documentaries. Banijay Iberia also struck a deal to launch LaLiga Studios, a new sports-related content production company led by Chalo Bonifacino Cooke; and Endemol France acquired Puzzle Media, which is credited for long-running Riding Zone (14 years on France Télévisions).

Banijay CEO, Marco Bassetti, said: “While we’ve already made some considerate moves in sport across our global footprint of talented producers, we wanted to concentrate our efforts in building value in this space. In having a centralised division, we have further capacity to deliver on partnerships, carve greater volume, mobilise digital opportunities, and ultimately, fulfil our ongoing goals to scale the group.”

The news follows Banijay’s recent move into live events via Balich Wonder Studio, which specialises in institutional ceremonies, brand, and destination experiences.

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