SEGA Corporation and the International Olympic Committee (IOC) have entered a multi-year licensing agreement designed to celebrate the legacies of Sonic the Hedgehog and the Olympic brand. The partnership will introduce collaborative merchandise beginning in 2026, building on shared themes of speed, sportsmanship, and global unity.

“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” says Shuji Utsumi, President and COO, Representative Director of Sega Corporation. “Partnering with the IOC 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.” 

The first look at the Five Rings program highlights custom artwork combining Sonic’s supersonic spin with the Olympic rings, symbolizing excellence, respect, and friendship. SEGA and the IOC are seeking brand partners to join the initiative for a full merchandise rollout across categories including apparel, toys, stationery, bags, and collectibles.

The agreement reflects the IOC’s broader global licensing strategy, which seeks to connect fans with the Olympic brand not only during the Games but also between editions. Current initiatives include the Olympic Collection, targeting young and active audiences; the Olympic Heritage Collection, showcasing design elements from past Games; and the Olympic and Paralympic Games Collections, which highlight each upcoming event.

“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,” says 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.

For SEGA, the collaboration underscores its strategy of expanding iconic IP beyond games through global partnerships and transmedia projects. For the IOC, the agreement presents a new way to engage audiences with products that combine sport and storytelling.

To learn more, visit sega.co.jp.