Japanese streaming platform U-Next has added another key asset to its growing sports rights portfolio, securing coverage of international table tennis competitions in a significant partnership with national broadcaster TV Tokyo.
The agreement grants U-Next the rights to stream top-tier events organized by the International Table Tennis Federation (ITTF) and its commercial arm World Table Tennis (WTT). This shared rights model will run through to the 2028 Olympic Games in Los Angeles, culminating with the 2028 ITTF World Table Tennis Championship Finals, set to be hosted in Fukuoka, Japan.
A Sharpened Focus on Premium Sporting Content
This move reinforces U-Next’s growing ambition to become a serious contender in Japan’s live sports landscape. Already home to an eclectic mix of marquee rights – including all four men’s golf majors, the ATP Tour, the Premier League, LaLiga, and the Professional Fighters League – U-Next is now tapping into Japan’s long-standing passion and pedigree in table tennis.
With Japan boasting some of the world’s top-ranked players across multiple formats – including men’s world number four Tomokazu Harimoto, multiple top-10 ranked women’s singles players, and elite doubles pairings – this deal positions U-Next to capture both national pride and fan loyalty in the lead-up to a home-hosted global championship.
A Growing Broadcast Network for Table Tennis
The deal follows TV Tokyo’s recent renewal of its four-year partnership with WTT, which will now extend through 2028. That agreement covers the full WTT Series calendar – from the elite Grand Smash and WTT Champions events to the developmental Contender and Star Contender tiers, capped by the season-ending WTT Finals.
In addition to WTT events, the partnership includes broader ITTF properties such as the Singles World Cup, World Youth Championships, and the Mixed Team World Cup.
WTT’s Broadcast Expansion Strategy
The U-Next announcement aligns with WTT’s aggressive global media expansion strategy. Earlier this year, the federation appointed IMG to distribute its top-tier rights internationally, a move that’s already delivered tangible results.
In the US, WTT struck a broadcast deal with ESPN, while in China, a four-year extension was signed with streaming platform Migu, part of telecom giant China Mobile. WTT also secured a new multi-year agreement with Swedish broadcaster SVT in May, further strengthening its European presence.
Strategic Insight
U-Next’s positioning reflects a broader shift in the Japanese streaming market, where sports properties are becoming core differentiators in an increasingly fragmented content ecosystem. As table tennis prepares for a global spotlight in LA 2028 – and with Japan both hosting and competing at the highest level – this partnership represents a savvy play to blend local relevance with international reach.
For WTT, this deal further confirms the sport’s increasing commercial momentum, fueled by a clear content structure, year-round calendar, and growing global distribution footprint.
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IMAGE: AFP via Getty Images
