Overview
- SEGA and the International Olympic Committee unveiled a multi-year licensing agreement to launch a co-branded merchandising program featuring Sonic the Hedgehog with the Olympic rings.
- Initial ‘Five Rings’ artwork was released, depicting Sonic and other characters in Olympic-themed designs with messages such as “Going for Gold” and “Olympic Dream.”
- The partners are seeking brand collaborators now, with a full merchandise collection slated for 2026 ahead of the Milan–Cortina Winter Games.
- No video games are confirmed as part of the deal, and Nintendo’s Mario is not included in the announcement despite fan speculation about a series revival.
- SEGA’s Shuji Utsumi and IOC executive Elisabeth Allaman said the initiative aims to highlight shared values and engage global audiences through fresh designs.