The International Olympic Committee (IOC) and SEGA Corporation have announced a long-term partnership agreement. Under this new collaboration, a joint merchandising program will launch combining the Sonic the Hedgehog brand with Olympic iconography. The initiative aims to emphasize shared values of friendship, excellence, and respect.
The first teaser for the “Five Rings” collaboration was unveiled on October 6, 2025, featuring Sonic alongside the Olympic rings. The full line of licensed products is expected to debut in 2026.
The IOC is pleased to join forces with SEGA for this new phase, using storytelling and innovation to engage a global audience
Elizabeth Alaman, Deputy Director of IOC Television and Marketing Services
This agreement is part of the IOC’s global licensing strategy under Olympic Agenda 2020+5, intended to keep the Olympic brand accessible year-round via official merchandise.
The new collaboration with SEGA will complement existing collections such as the Olympic Collection, Olympic Heritage Collection, and game-specific licensed lines.
