Sony Group Corporation and Bandai Namco Holdings have announced a new strategic business alliance centered on global fan engagement, particularly in the areas of anime and manga.
As part of the agreement, Sony will acquire 16 million shares of Bandai Namco for 68 billion yen, making Sony a shareholder with approximately 2.5 percent of Bandai Namco’s total issued shares.
Focus on Anime Expansion
The partnership aims to expand global communities built around Bandai Namco’s IP, with an emphasis on anime. The alliance arrives amid continued growth in international demand for Japanese media.
The companies intend to co-develop new projects, scale up existing franchises, and explore merchandising and video content production using Sony’s distribution infrastructure and creative assets. Anime and manga IPs developed by Bandai Namco will be a central focus, with Sony’s production and platform capabilities playing a key role.
Beyond content development, the two firms are looking to support creators and the broader entertainment ecosystem. Planned initiatives include shared investment in fan-focused technologies, experiential entertainment, and new services designed to foster engagement. Technical and strategic collaboration is also expected in areas such as live events and immersive media.
While no specific franchises were named in the announcement, both companies bring considerable libraries to the table.
Nobuhiko Momoi, Executive Vice President, Bandai Namco Holdings, said the following:
The Bandai Namco Group promotes an “IP axis strategy” that aims to maximize IP value by leveraging the appeal and worldview of IP, providing the optimal products and services at the optimal timing in the optimal regions.
We are filled with excitement about the potential to create new entertainment by combining Sony Group’s strengths and technological capabilities across various entertainment fields with Bandai Namco’s IP axis strategy. Through this collaboration, we aim to connect with IP fans worldwide, co-create the future together, and realize our Purpose, “Fun for All into the Future,” and Mid- to Long-term Vision, “Connect with Fans.”
Toshimoto Mitomo, Chief Strategy Officer, Representative Corporate Executive Officer, Sony Group Corporation, said the following:
Through this partnership, we aim to co-create an array of content and experiences that exceed
expectations and deliver Kando (emotion) to even more fans, alongside Bandai Namco Group, with its outstanding capacity for multidirectional expansion of diverse IP and deep connections with fans at real touchpoints, both domestically and internationally. By combining the strengths of both companies in the field of entertainment and unlocking the potential of compelling IP, we will further accelerate our efforts to maximize IP value and realize Sony’s long-term vision, “Creative Entertainment Vision”.
