Sony acquires stake in Bandai Namco in new strategic partnership
Two of Japan’s largest entertainment companies, Bandai Namco Holdings and Sony Group, have announced the formation of a new strategic partnership.
The announcement was made on Thursday, the 24th of July, 2025, and the new agreement is designed to strengthen the collaborative relationship between the two corporate giants, with a particular focus on the anime and manga sectors.
The two companies do work together on occasion, a recent example being Bandai releasing a Gashapon collection of miniature PlayStation controllers.
As part of the deal, Sony has agreed to acquire 16 million shares of Bandai Namco from existing shareholders for approximately 68 billion yen.
This will make Sony a significant shareholder, holding about 2.5 percent of Bandai Namco’s total outstanding shares.
While the two companies have collaborated in the past on various game, anime, and music projects, this new partnership signals a much deeper and broader integration of their businesses.
Bandai Namco is the owner of a massive and valuable portfolio of intellectual properties and is known for its “IP Axis Strategy” of developing these brands across various media.
Sony operates a vast global entertainment network, which includes the anime streaming service Crunchyroll, the production company Aniplex, Sony Music, and Sony Interactive Entertainment.
The partnership aims to leverage Sony’s extensive production and distribution channels to expand the global reach of Bandai Namco’s intellectual properties such as Gundam, as well as to co-develop new projects.
Nobuhiko Momoi, Executive Vice President of Bandai Namco, commented on the new partnership.
“The Bandai Namco Group promotes its ‘IP Axis Strategy’ to maximize the value of its IPs by developing them into the optimal products and services at the optimal time, in the optimal regions.”
“I am thrilled by the prospect of creating new entertainment by combining the strengths and technological capabilities of the Sony Group in a wide range of entertainment fields with Bandai Namco’s IP Axis Strategy.”
Toshimoto Mitomo, Executive Deputy President and CSO of Sony Group, also shared his perspective.
“Through this partnership, we hope to co-create a variety of content and experiences that exceed expectations and deliver moving experiences to more fans, together with the Bandai Namco Group, whose strengths lie in 360-degree development based on its diverse IPs and its deep connections with fans at real touchpoints in Japan and abroad.”
“By combining the strengths of both companies in the entertainment field and unlocking the potential of our attractive IPs, we will further accelerate our efforts to maximize IP value in line with Sony’s long-term ‘Creative Entertainment Vision.”
Source: Official Website
© Bandai Namco, Sony
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