Overview

• Sega Corporation and the International Olympic Committee announced a multi-year partnership that pairs Sonic the Hedgehog with the Olympic brand.
• 'Five Rings' is the banner for the collaboration, which debuted custom art blending the Olympic rings with Sonic imagery.
• The companies are soliciting licensing partners for a full merchandise collection planned for 2026, with no new video games announced.
• SEGA president Shuji Utsumi framed the initiative as promoting inclusive, respectful communities, while IOC TMS executive Elisabeth Allaman emphasized global fan engagement through storytelling and innovation.
• The announcement arrives ahead of the Milan–Cortina 2026 Winter Games and Los Angeles 2028 Summer Games, which air in the U.S. on NBC and Peacock.