IOC and SEGA announce multi-year licensing agreement featuring Sonic the Hedgehog

Source IOC

The International Olympic Committee (IOC) and SEGA CORPORATION have announced a new multi-year licensing deal to launch a co-branded merchandising programme that celebrates Sonic the Hedgehog alongside the Olympic rings, highlighting shared values such as friendship, excellence and respect.

The first look at the upcoming “Five Rings” collaboration was unveiled today, with artwork featuring Sonic alongside the Olympic symbol. A full range of licensed merchandise is planned for release in 2026.

Speaking about the new agreement, Elisabeth Allaman, Deputy Managing Director of IOC Television and Marketing Services, said: "The IOC is delighted to unite with SEGA for this exciting new chapter, embracing the power of storytelling and innovation to engage audiences globally. By combining the universally recognised Olympic rings with the beloved character of Sonic, fans of all ages can experience the spirit of sport and play in new and memorable ways.”

Following the announcement of the collaboration, the IOC and SEGA will now explore opportunities to license the new designs for select merchandise collaborations, and will seek key partners for a full collection to launch in 2026.

The agreement forms part of the IOC’s Global Licensing Strategy, launched under Olympic Agenda 2020+5, which aims to connect fans with the Olympic brand throughout the year through official licensed products. Alongside the Olympic Collection, the Olympic Heritage Collection and the Games-specific Collections, the new collaboration with SEGA offers fans a tangible link to the Olympic Movement and its values.

Headquartered in Tokyo, Japan, SEGA CORPORATION is a global leader in interactive entertainment. The company develops, publishes and distributes games for consoles, PCs and mobile devices, and also licenses its characters and content across a wide range of products and media.