SEGA announced that it has signed a multi-year licensing agreement with the International Olympic Committee for the development of official licensed merchandise featuring the popular game character Sonic the Hedgehog.
Moving forward, a Five Rings collaboration with Sonic the Hedgehog will be developed.
International Olympic Committee and Sonic the Hedgehog Sign Licensing Agreement!
SEGA announced that it has signed a multi-year licensing agreement with the International Olympic Committee (IOC) for the development of official licensed merchandise featuring its popular game character, Sonic the Hedgehog.
With this agreement, SEGA will collaborate with the IOC to develop a Five Rings collaboration with Sonic the Hedgehog.
To commemorate the signing of the agreement, the first collaboration visual was released.
It depicts Sonic, the supersonic hedgehog, dashing through the Olympic rings, expressing themes common to both Sonic and the Olympic brand, such as teamwork, friendship, sportsmanship, and unity.
SEGA has also begun soliciting business partners for the full collection, which is scheduled for release in 2026.
Comment from Shuji Utsumi, President and COO, Representative Director of SEGA Corporation
SEGA official websiteWe’re committed to fostering respectful and inclusive communities across the globe at SEGA,” said Shuji Utsumi, President and COO, Representative Director of SEGA CORPORATION. “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.
Comment from Elisabeth Allaman, Deputy Managing Director of IOC Television & Marketing Services
SEGA official website"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," said Elisabeth Allaman, Deputy Managing Director IOC TMS. "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.
This licensing agreement is part of an initiative based on the "Global Licensing Strategy" proposed in the "Olympic Agenda 2020+5."
The "Global Licensing Strategy" is an official merchandise planning and development initiative to strengthen and promote the Olympic brand, aiming to attract and deepen connections with fans not only during the Games but also before and after.
The IOC strengthens and promotes the Olympic brand through three main licensing programs: the "Olympic Collection" for younger, active audiences with items like apparel and toys, the "Heritage Collection" for accessories incorporating art and design from past Games, and the "Olympic and Paralympic Games Collection" for a wide range of accessories and souvenirs celebrating upcoming competitive events. These programs offer a tangible connection between Olympic ideals and fans through official merchandise.
Speaking of Sonic and the Olympics, there was the Mario & Sonic series that Nintendo and SEGA released in the past to coincide with the Olympic Games.
The release of the series ended after Mario & Sonic at the Olympic Games Tokyo 2020, which was released in 2019, and the licensing agreement had expired, but now the agreement has been signed again.
For details, please see the SEGA official website.
