In celebration of speed, sportsmanship and global unity; a new Licensing Agreement Unites the Olympic Brand and Sonic the Hedgehog for multiple years!
The SEGA CORPORATION and the IOC (International Olympic Committee),
the guardians of the Olympic Games and the leader of the Olympic Movement, has announced a new multi-year agreement celebrating the legacies of Sonic the Hedgehog and the Olympic brand.
The “Five Rings” collaboration, featuring the renowned rings of the Olympics with some Sonic characters and theming with it~ A merchandise collection is planned to launch at 2026 as SEGA & IOC are currently seeking and exploring opportunities for key partners and collaborators to join in on this fusion of sports and video games.
“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.”
– Shuji Utsumi, President and COO, Representative Director of SEGA CORPORATION.
“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.”
– Elisabeth Allaman, Deputy Managing Director IOC TMS
This licensing agreement itself, is the result of the IOC’s Global Licensing Strategy. By Olympic Agenda 2020+5, this strategy is mainly an initiative that aims to engange and connect fans through official merchandising and promoting, which results in strengthening the Olympic brand, during and outside of the Olympic Games.
In addition to the Olympic Collection, which aims at a young and active audience through unique branded products, including apparel, toys and games, bags, stationery items and sports equipment; the IOC’s core licensing programmes also include the Olympic Heritage Collection, which offers products featuring art and design elements from previous Games editions showing the rich heritage of past
Olympic Games, such as apparel, mascots and accessories; and, last but not least, the Olympic and Paralympic Games Collections, which celebrate each upcoming edition of the Games and will include a wide range of accessories, souvenirs, fan gear and apparel.
Through the sale of official merchandise, collectibles and souvenirs, the Olympic licensing programmes offer fans a more tangible connection to the Olympic Games and its values.
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