SEGA X International Olympic Committee Multi-Year Licensing Agreement Revealed

SEGA is partnering with the International Olympic Committee (IOC), the guardian of the Olympic Games and the leader of the Olympic Movement, for a multi-year agreement that honors the legacies of both Sonic the Hedgehog and the Olympic brand. 

As part of their upcoming “Five Rings” collaboration, the first art proudly features the Olympic rings with a supersonic Sonic the Hedgehog spin. 

This new art highlights the connection with Sonic and the core Olympic values, including excellence, respect, and friendship. 

Shuji Utsumi, President and COO, Representative Director of SEGA CORPORATION, said the following:

“We’re committed to fostering respectful and inclusive communities across the globe at SEGA.

Partnering with the International Olympic Committee allows us to bring those values to the forefront, especially with the Five Rings program, and celebrate the innovative and diverse spirit both of these brands promote.” 

Elisabeth Allaman, Deputy Managing Director IOC TMS, added:

“The IOC is delighted to unite with SEGA for this exciting new chapter for the Olympic brand, embracing the power of storytelling and innovation to engage audiences globally.

By combining the universally recognized Olympic rings with the beloved character of Sonic, we are creating fresh opportunities for fans of all ages to experience the spirit of sport and play in new and memorable ways.” 

On that note, both SEGA and the International Olympic Committee are seeking key partners for a full merchandise collection in 2026.

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