Sega Corporation and the International Olympic Committee have joined forces for a new multi-year agreement to celebrate the legacies of “Sonic the Hedgehog” and the Olympic brand.
A first look at the forthcoming “Five Rings” collaboration is available now and features the Olympic rings with a Sonic the Hedgehog spin. The custom art highlights the connection with Sonic and the core Olympic values of excellence, respect and friendship.
The next Winter Olympics will air in February from Milan and Cortina d’Ampezzo, and the next Summer games are set for 2028 in Los Angeles. The Olympics air on NBC and Peacock in the U.S.
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” Shuji Utsumi, president and COO, representative director of Sega Corporation, said. “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.”
Sega Corporation and the International Olympic Committee’s partnership 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.
The companies are now seeking partners for a full merchandise collection to launch in 2026.
“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,” Elisabeth Allaman, deputy managing director of IOC TMS, said. “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.