Format

Tokyo Broadcasting System (TBS) and Banijay Rights have expanded their partnership around Ninja Warrior, with a new agreement covering international sales of finished programmes from the long-running sportainment franchise. The deal builds on the strategic format licensing agreement signed by TBS and Banijay Entertainment in October 2025, which brought Ninja Warrior into the group’s portfolio of global entertainment brands. Since then, local versions of the format have returned in Israel and Australia, while the show is set to join Banijay Entertainment’s catalogue at MIPCOM 2026.

Simon Cox, EVP Content & Acquisitions at Banijay Rights, who brokered the agreement, said: “After taking on the format rights last year, it felt only right to go the whole course. We're thrilled to now add the finished tape rights of Ninja Warrior to the Banijay Rights catalogue. One of the most iconic and enduring entertainment brands in the world, few shows combine excitement, heart and sheer spectacle in quite the same way, and we're looking forward to bringing all the unforgettable triumphs, near misses and jaw-dropping moments that have made Ninja Warrior a global phenomenon to even more audiences around the world.”
Takumi Watanabe, Director, Global Sales Development at TBS, added: “Less than a year after licensing the format distribution rights for Ninja Warrior to Banijay Entertainment, the show has already returned to two countries. Next year marks the 30th anniversary of SASUKE, the original Japanese show on which Ninja Warrior is based. Together with Banijay Rights, we look forward to bringing the format to more countries, building on its global success, and ensuring it continues to delight audiences around the world for years to come.”

Interest in the franchise continues to grow, with SASUKE having inspired an obstacle race incorporated into modern pentathlon, which will feature at the Los Angeles 2028 Olympic Games. TBS aims to accelerate the international expansion of Ninja Warrior in partnership with Banijay Entertainment, the world’s largest independent production and distribution business.
Since its launch, Ninja Warrior has built a global following through physically demanding obstacle courses that test competitors’ strength, speed, agility and mental toughness. The competition sees everyday participants push their limits in pursuit of victory.