Sega and the International Olympic Committee (IOC) have announced the signing of a multi-year agreement linking universal Olympic values with Sonic.
The "Five Rings" collaboration will promote the Olympic Games brand and release official merchandise in collaboration with partners, starting in 2026.
"At SEGA, we strive to create respectful and inclusive communities around the world. Partnering with the IOC allows us to prioritize these values, especially within the Five Rings program, and celebrate the innovative and diverse spirit that both brands promote" — said Shuji Utsumi, President, COO, and Representative Director of Sega Corporation.
Elizabeth Allaman, Deputy General Manager of TMS at the IOC, added:
"We are very excited to work with SEGA in a new phase of promoting the Olympic Games. Through storytelling and innovation, we will be able to reach audiences around the world. By combining the famous Olympic rings with the beloved Sonic, we are creating new opportunities for fans of all ages to experience the spirit of sport and fun in a unique and unforgettable format."
