INTERNATIONAL OLYMPIC COMMITTEE (IOC) and SEGA CORPORATION have entered into a multi-year global licensing agreement to create a co-branded merchandise line celebrating Sonic the Hedgehog alongside the Olympic rings, symbolising shared values of friendship, excellence, and respect.
The collaboration, titled “Five Rings”, was revealed with the first piece of official artwork featuring Sonic with the Olympic emblem. A full range of licensed products will roll out in 2026, as both organisations explore opportunities for select design partnerships and global retail collaborations ahead of the launch.
This initiative forms part of the IOC’s global licensing strategy, developed under Olympic Agenda 2020+5, which seeks to engage fans year-round through meaningful brand experiences and official merchandise. Joining established lines such as the Olympic Collection, Olympic Heritage Collection, and Games-specific Collections, the partnership with SEGA adds a dynamic, pop-culture-driven dimension to the Olympic brand universe.
IOC Television and Marketing Services deputy managing director Elisabeth Allaman said, “The IOC is delighted to unite with SEGA for this exciting new chapter, embracing the power of storytelling and innovation to engage audiences globally. By combining the universally recognised Olympic rings with the beloved character of Sonic, fans of all ages can experience the spirit of sport and play in new and memorable ways.”
SEGA CORPORATION president and COO, representative director Shuji Utsumi added, “This collaboration highlights the International Olympic Committee’s commitment to showcasing excellence, unity and perseverance on the global stage, values that Sonic embodies through speed, determination and resilience. It brings together uniquely crafted designs that combine the iconic Olympic rings and Sonic, and we are thrilled to share this exciting initiative with fans worldwide.”
