IOC and SEGA announce multi-year licensing agreement
The International Olympic Committee (IOC) and SEGA CORPORATION have announced a new multi-year licensing deal to launch a co-branded merchandising programme that celebrates Sonic the Hedgehog alongside the Olympic rings, highlighting shared values such as friendship, excellence and respect.The first look at the upcoming “Five Rings” collaboration was unveiled today, with artwork featuring Sonic alongside the Olympic symbol. A full range of licensed merchandise is planned for release in 2026.
Full collection to launch in 2026
Following the announcement of the collaboration, the IOC and SEGA will now explore opportunities to license the new designs for select merchandise collaborations, and will seek key partners for a full collection to launch in 2026.Following the announcement of the collaboration, the IOC and SEGA will now explore opportunities to license the new designs for select merchandise collaborations, and will seek key partners for a full collection to launch in 2026.
Connecting fans with the Olympic brand
The agreement forms part of the IOC’s Global Licensing Strategy, launched under Olympic Agenda 2020+5, which aims to connect fans with the Olympic brand throughout the year through official licensed products. Alongside the Olympic Collection, the Olympic Heritage Collection and the Games-specific Collections, the new collaboration with SEGA offers fans a tangible link to the Olympic Movement and its values.