Sega and International Olympic Committee announce multi-year licensing deal

Sega and the International Olympic Committee (IOC) have announced a new multi-year licensing deal.

The partnership will see both firms launch a “co-branded merchandising programme” featuring Sonic the Hedgehog and the Olympic rings.

Following the announcement, the IOC and Sega will “explore opportunities to license the new designs for select merchandise collaborations.”

After seeking key partners as part of these efforts, it will launch a full collection in 2026.

“This collaboration highlights the IOC’s commitment to showcasing excellence, unity and perseverance on the global stage, values that Sonic embodies through speed, determination and resilience,” said Sega president and COO Shuji Utsumi.

“It brings together uniquely crafted designs that combine the iconic Olympic rings and Sonic, and we are thrilled to share this exciting initiative with fans worldwide.”

IOC Television and Marketing Services deputy managing director Elisabeth Allaman added: “The IOC is delighted to unite with Sega for this exciting new chapter, embracing the power of storytelling and innovation to engage audiences globally.

“By combining the universally recognised Olympic rings with the beloved character of Sonic, fans of all ages can experience the spirit of sport and play in new and memorable ways.”

Sega was previously linked to the IOC through a partnership with Nintendo to create Olympics games – this collaboration reportedly came to an end in 2020.

Former executive producer on the Mario & Sonic Olympic games Lee Cocker said the IOC reportedly “wanted to look at other partners and NFTs and esports” instead.