Today, SEGA CORPORATION and the International Olympic Committee (IOC), Guardian of the Olympic Games and leading force of the Olympic Movement, announced a new multi-year agreement honoring the legacy of Sonic the Hedgehog and the Olympic Brand.
A first look at the upcoming “Five Rings” collaboration, which gives the Olympic rings a Super Sonic-style twist, is now available. This sneak peek of the handcrafted artwork highlights the connection between Sonic and the Olympic values of excellence, respect, and friendship. SEGA and the IOC are seeking key partners for an extensive merchandise collection scheduled for release in 2026.
At SEGA, we are committed to fostering respectful and inclusive communities worldwide,” said Shuji Utsumi, President and COO and Representative Director of SEGA CORPORATION. “Partnering with the International Olympic Committee allows us to highlight these values, particularly through the ‘Five Rings’ program. We also want to celebrate the innovative and diverse spirit of sportsmanship that both brands represent.
“The IOC is delighted to partner with SEGA to embark on this exciting new chapter for the Olympic brand, harnessing the power of storytelling and innovation to engage a global audience,” said Elisabeth Allaman, Deputy Managing Director of IOC TMS. “By combining the world-famous Olympic rings with the beloved Sonic character, we are creating new opportunities for fans of all ages to experience the spirit of sport and gaming in new and unforgettable ways.
Through the agreement with the International Olympic Committee, SEGA and the IOC will explore opportunities to license the designs for select merchandise collaborations and invite like-minded brands to join this unique fusion of sports and video games.
Information about SEGA CORPORATION
SEGA CORPORATION, headquartered in Tokyo, Japan, is a leading global provider of interactive entertainment. The company develops, publishes, and distributes a wide variety of games for consoles, PCs, and mobile devices, as well as character and other products. SEGA also distributes various game content developed by its studios both domestically and internationally through its global distribution bases. SEGA leverages its intellectual property to accelerate the development and commercialization of its intellectual property not only in games but also in various other media, thereby dramatically increasing its value. SEGA views transmediality as an important strategy for offering new content to users worldwide.
The SEGA CORPORATION website can be accessed at https://www.sega.co.jp/ .
Expanded opportunities for Olympic licenses
The licensing agreement is the result of the IOC’s Global Licensing Strategy – an initiative within the Olympic Agenda 2020+5, which aims to engage and connect fans through official merchandise that strengthens and promotes the Olympic brand, not only during the Games but also between them.
In addition to the “Olympic Collection”, which aims to appeal to a young and active audience through unique branded products such as clothing, toys and games, bags, stationery and sports equipment, the “Olympic Heritage Collection” is one of the IOC’s most important licensing programs, with products that incorporate art and design elements from previous Olympic Games, such as clothing, mascots and accessories that connect fans and connoisseurs with the rich heritage of past Olympic Games, as well as the “Olympic and Paralympic Games Collections”, which celebrate each upcoming edition of the Games and include a wide range of accessories, souvenirs, fan merchandise and apparel.
