Banijay Launches Sports Division As CEO Marco Bassetti Criticizes Private Equity Firms For “Raising Expectation In The Market”

deadline.com:

Banijay is pushing into the sports game, while CEO Marco Bassetti has criticized private equity firms for “raising expectation into the market.” Bassetti announced at Content London this afternoon that the Big Brother powerhouse will broaden efforts in sports partnerships, content investments and M&A.

It will focus on docs, digital and “sportainment” via the Banijay Sports division, while not venturing into broadcast and streaming rights.

Bassetti pointed to the likes of Netflix, Amazon and Apple TV+’s recent move into sports shows. “They don’t just want [sports] matches they need to do more,” he added. “Leagues and tournaments need a lot of content but we are also thinking about the guys who buy the shows.” Bassetti said the move represents his desire to transform Banijay from production companies to a “media powerhouse” and the “biggest European studio.” “That means we have to diversify but also expand our business,” he added.

He stressed that Banijay’s efforts have already started in the near-$60B sector, pointing to Banijay sports shows such as Amazon’s That Peter Crouch Film, Human Playground (Scenery and Workerbee for Netflix), and Tyson Bruno (Workerbee in association with Sky Studios for Sky).