IOC: licensing agreement with SEGA (Sonic) for the launch of co-branded products from 2026

News Tank Football - Paris - News #414589 - Published on 08/10/25 at 16:20
©  International Olympic Committee
Sonic, a video game character published by SEGA, associated with the IOC's Olympic rings - ©  International Olympic Committee

The International Olympic Committee has entered into a multi-year licensing agreement with Japanese video game publisher SEGA Sammy "to launch a co-branded merchandising programme that celebrates Sonic the Hedgehog (the main character of SEGA's eponymous video game) alongside the Olympic rings," announced the IOC on 06/10/2025.

As part of the...

©  International Olympic Committee
Sonic, a video game character published by SEGA, associated with the IOC's Olympic rings - ©  International Olympic Committee

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