SEGA and the International Olympic Committee have announced a new multi-year licensing agreement celebrating the Olympic Brand and Sonic the Hedgehog.
Along with the announcement, SEGA and IOC have released a first look at the collaboration's key art, and they have revealed they are currently looking for key partners for a full merchandise collection set to launch in 2026.
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” said Shuji Utsumi, President and COO, Representative Director of SEGA CORPORATION. “Partnering with the International Olympic Committee allows us to bring those values to the forefront, especially with the Five Rings program, and celebrate the innovative and diverse spirit both of these brands promote.”
"The IOC is delighted to unite with SEGA for this exciting new chapter for the Olympic brand, embracing the power of storytelling and innovation to engage audiences globally," said Elisabeth Allaman, Deputy Managing Director IOC TMS. "By combining the universally recognised Olympic rings with the beloved character of Sonic, we are creating fresh opportunities for fans of all ages to experience the spirit of sport and play in new and memorable ways."
While further information has yet to be provided, it is important to note that SEGA previously developed multiple Olympic based video games, including the crossover series Mario & Sonic at the Olympic Games, featuring characters from Nintendo's Mario series. Nintendo was not mentioned as a part of the deal, nor has SEGA commented on the future of the series, which last saw a release in 2020 with Mario & Sonic at the Olympic Games Tokyo 2020.
For more on the new licensing agreement, here is the previously mentioned official key art as provided by SEGA.
Key Art:
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