Sega’s Sonic the Hedgehog franchise is teaming up with the International Olympic Committee (IOC) in a multi-year licensing deal that celebrates the legacy of both brands.
Announced via the official Olympics website, a first look at the upcoming “Five Rings” collaboration has been unveiled via an artwork that features Sonic and his friends alongside the Olympic symbol, highlighting the connection between the characters and the core Olympic values of excellence, respect and friendship. Additionally, a full range of merchandise is also planned for release in 2026.
“This collaboration highlights the International Olympic Committee’s commitment to showcasing excellence, unity and perseverance on the global stage, values that Sonic embodies through speed, determination and resilience,” said President and co-chief operating officer of Sega Corporation, “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.”
“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,” added Elisabeth Allaman, Deputy Managing Director of IOC Television and Marketing Services.
With this new collaboration, the IOC and Sega will explore opportunities to license the designs for select merchandise collaborations, seeking out key partners ahead of a full collection launch next year.
The next Winter Olympics will be held in 2026 in Milan and Cortina d’Ampezzo, Italy, from 6 to 22 February, while the Summer Olympics will launch in 2028 in Los Angeles from 14 to 30 July.
Kevin is a reformed PC Master Race gamer with a penchant for franchise “duds” like Darksiders III and Dead Space 3. He has made it his life-long mission to play every single major game release – lest his wallet dies trying.
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