The New Licensing Agreement Unites the Olympic Brand and Sonic the Hedgehog in a Celebration of Speed, Sportsmanship and Global Unity
October 7, 2025 – Today, SEGA CORPORATION and the International Olympic Committee (IOC), the guardian of the Olympic Games and the leader of the Olympic Movement, 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 CORPORATION. “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.
Expanded Olympic licensing opportunities
The licensing agreement is the result of the IOC’s Global Licensing Strategy – an initiative driven by Olympic Agenda 2020+5 that aims to engage and connect fans through official merchandise that strengthens and promotes the Olympic brand, not only during the Olympic Games, but between Games editions as well.
In addition to the Olympic Collection, which aims to engage a young and active audience through unique branded products, including apparel, toys and games, bags, stationery items and sports equipment, the IOC’s core licensing programmes include the Olympic Heritage Collection, which offers products featuring art and design elements from previous Games editions, such as apparel, mascots and accessories, connecting fans and connoisseurs with the rich heritage of past Olympic Games, and the Olympic and Paralympic Games Collections, which celebrate each upcoming edition of the Games and include a wide range of accessories, souvenirs, fan gear and apparel.
Through the sale of official merchandise, collectibles and souvenirs, the Olympic licensing programmes offer fans a tangible connection to the Olympic Games and the Olympic values.