Posted in: Games, SEGA, Sonic The Hedgehog, Video Games | Tagged: International Olympic Committee, IOC, olympics, The Olympics

Sonic The Hedgehog Becomes Part Of Olympics Branding

The International Olympic Committee has teame dup with SEGA to bring Sonic the Hedgehog to the Olympics in a new branding campaign

SEGA has teamed up with the International Olympic Committee (IOC) for a new multi-year licensing agreement, as Sonic the Hedgehog will be part of the branding for the Olympic Brand. To be clear, this has nothing to do with the 2026 Winter Olympics in Milan, even though one of the promotions for this is Sonic on a snowboard (which, if that isn't a promotion for the Winter Games, I don't know what is). But the two entities are currently seeking partners for a full merchandise collection to launch in 2026. While the finer details have not been revealed, we assume this will somehow be used to promote the Olympics over the next three years, because if it isn't, it just feels like a merch grab to make the Olympics seem cool. We have more info below and a couple of quotes from both parties about the branding.

Sonic the Hedgehog x The Olympics

The first look at the upcoming "Five Rings" collaboration is available now, featuring the Olympic rings with a supersonic Sonic the Hedgehog spin. This sneak peek into the custom art highlights the connection with Sonic and the core Olympic values, including excellence, respect and friendship. SEGA & IOC are seeking key partners for a full merchandise collection to launch in 2026. Through the forging of the agreement with the International Olympic Committee, SEGA and the IOC will explore opportunities to license the designs for select merchandise collaborations, inviting like-minded brands to join in this unique fusion of sports and video games.

"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 recognized 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.

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