The New Licensing Agreement Unites the Olympic Brand and Sonic the Hedgehog

Tokyo, Japan — Sega Corp. and the International Olympic Committee (IOC) announced a new multi-year agreement celebrating the legacies of Sonic the Hedgehog and the Olympic brand.

The first look at the upcoming “Five Rings” collaboration is available now, featuring the Olympic rings with a supersonic Sonic the Hedgehog spin. This sneak peek into the custom art highlights the connection with Sonic and the core Olympic values, including excellence, respect and friendship. Sega & IOC are seeking key partners for a full merchandise collection to launch in 2026.

“We’re committed to fostering respectful and inclusive communities across the globe at Sega,” said Shuji Utsumi, President and COO, Representative Director of Sega Corp. “Partnering with the International Olympic Committee 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 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,” said 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.

Through the forging of the agreement with the International Olympic Committee, Sega and the IOC will explore opportunities to license the designs for select merchandise collaborations, inviting like-minded brands to join in this unique fusion of sports and video games.