Sega’s ‘Sonic the Hedgehog’ Sets Multiyear Licensing Deal With International Olympic Committee
Key Takeaways
- Sega Corporation and the International Olympic Committee (IOC) signed a multi-year agreement to collaborate.
- The partnership features a "Five Rings" collaboration blending Sonic the Hedgehog with the Olympic rings and values.
- The collaboration aims to promote inclusive communities and celebrate the innovative spirit of both brands.
- The companies plan to license designs for merchandise collaborations, seeking partners for a launch in 2026.
- The announcement highlights the goal of engaging global audiences through the fusion of sports and video games.
Sega Corporation and the International Olympic Committee (IOC) have entered into a significant multi-year agreement designed to celebrate the legacies of both the "Sonic the Hedgehog" franchise and the Olympic brand. A preview of the collaboration, dubbed "Five Rings," showcases the Olympic rings stylized with a Sonic theme, emphasizing core Olympic values like excellence, respect, and friendship. Shuji Utsumi, President and COO of Sega, highlighted the commitment to fostering inclusive communities through this partnership. Elisabeth Allaman of IOC TMS expressed delight in uniting with Sega to engage global audiences through storytelling and innovation, using the beloved character of Sonic. The partnership will explore licensing designs for merchandise, with companies actively seeking partners for a full collection set to launch in 2026, building on the excitement surrounding upcoming games in Milan/Cortina and Los Angeles.
