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

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 collaboration, "the IOC and SEGA will now explore opportunities to license the new designs for select merchandise collaborations, and will seek key partners for a full collection," explained the body, which unveiled the first illustrations featuring Sonic with the five rings, the symbol of the Olympic Games. The collection is due to go on sale in 2026.

"The agreement forms part of the IOC's global licensing strategy, launched under Olympic Agenda 2020+5, which aims to connect fans with the Olympic brand throughout the year through official licensed products. Alongside the Olympic Collection, the Olympic Heritage Collection and the Games-specific Collections, the new collaboration with SEGA offers fans a tangible link to the Olympic Movement and…