IOC and SEGA Sign Multi-Year Licensing Deal Featuring Sonic the Hedgehog

The International Olympic Committee (IOC) has announced a multi-year global licensing agreement with SEGA CORPORATION, bringing together two iconic brands — the Olympic rings and Sonic the Hedgehog — under a new co-branded merchandise program.

Unveiled with early artwork from the upcoming “Five Rings” collaboration, the initiative marks a fresh entry into the IOC’s Global Licensing Strategy, a part of its broader Olympic Agenda 2020+5 plan to expand the Olympic brand’s reach beyond the Games cycle. A full range of licensed products inspired by the collaboration is expected to launch in 2026.

Strategic Collaboration Under Olympic Agenda 2020+5

The partnership with SEGA underscores the IOC’s push to engage younger audiences through culturally resonant brands and gaming franchises. By linking the Olympic movement’s values of friendship, excellence, and respect with Sonic’s traits of speed and perseverance, the collaboration reflects a shared vision of inclusivity, creativity, and global appeal.

Commenting on the partnership, deputy managing director of IOC Television and Marketing Services,  Elisabeth Allaman, said the agreement embraces the power of storytelling and innovation to engage audiences globally.

Licensing and merchandise development

Under the new deal, the IOC and SEGA will develop official “Five Rings” merchandise featuring joint branding. The parties will also seek third-party partners to produce and distribute the collection across apparel, accessories, collectibles, and digital integrations.

Alongside its existing Olympic Collection, Heritage Collection, and Games-specific ranges, the Sonic collaboration offers a pop-culture bridge between sport and entertainment, two sectors increasingly intertwined in the modern fan economy.

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