SEGA and the International Olympic Committee Announce Multi-Year Partnership Celebrating Sonic and the Olympic Brand

SEGA has officially announced a new multi-year licensing partnership with the International Olympic Committee (IOC), uniting two global icons, the Olympic brand and Sonic the Hedgehog, in a collaboration that celebrates speed, sportsmanship, and global unity.

The partnership’s first reveal, known as the “Five Rings” collaboration, gives fans a glimpse at artwork that blends the Olympic rings with Sonic’s signature energy. The design symbolizes Sonic’s connection to the Olympic values of excellence, respect, and friendship, while setting the stage for a larger merchandise collection coming in 2026.

In the official press statement, SEGA President and COO Shuji Utsumi highlighted the company’s commitment to creativity and inclusivity.

“Partnering with the International Olympic Committee allows us to bring those values to the forefront, especially with the Five Rings program,” said Utsumi. “We’re proud to celebrate the innovative and diverse spirit that both Sonic and the Olympic brand represent.”

Elisabeth Allaman, Deputy Managing Director of IOC TMS, echoed the sentiment.

“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,” said Allaman.

As part of the partnership, SEGA and the IOC will collaborate on select licensed merchandise collections, inviting brands around the world to join the program. The initiative aims to connect fans through apparel, collectibles, and themed items celebrating Sonic and the Olympic Games.

This partnership also ties into the IOC’s Global Licensing Strategy, designed to strengthen engagement with fans between Olympic events. The strategy supports several official collections, including the Olympic Collection, Heritage Collection, and Games Collection, each preserving and celebrating the Olympic legacy through creative merchandising.

With Sonic’s long-running history at the Olympic Games through SEGA’s Mario & Sonic at the Olympic Games series, this collaboration feels like a natural evolution. Sonic’s spirit of speed and competition aligns perfectly with the values of the Olympic movement, making the “Five Rings” collaboration a fitting celebration of both worlds.

Stay tuned to Sonic City for more news and updates on the SEGA x IOC “Five Rings” collaboration and all things Sonic the Hedgehog.