Sega's Sonic the Hedgehog Sets Multiyear Licensing Deal With International Olympic Committee
TOKYO (Oct 6, 2025) - Sega Corporation and the International Olympic Committee have announced a multi-year licensing agreement to celebrate the legacies of Sonic the Hedgehog and the Olympic brand. The partnership marks a significant collaboration between two global entertainment giants.
According to sources close to the deal, the agreement will see the iconic blue blur featured in various Olympic-themed merchandise, events, and activations worldwide. A first look at the forthcoming Five Rings collaboration is available now, showcasing the Olympic rings with a Sonic the Hedgehog spin. The custom art highlights the connection between the two brands, emphasizing the core Olympic values of excellence, respect, and friendship.
"We are thrilled to partner with the International Olympic Committee," said Naoya Tsurumi, President of Sega Corporation. "This collaboration will bring together the excitement of the Olympics with the speed and energy of Sonic the Hedgehog, inspiring fans around the world."
The partnership is set to kick off in February 2026, coinciding with the next Winter Olympics in Milan and Cortina. The agreement is expected to be a significant revenue driver for both parties, with plans to expand into new markets and territories.
The International Olympic Committee has been actively seeking partnerships with popular entertainment brands to reach a younger demographic and increase global engagement. "This collaboration with Sega is a perfect example of our commitment to innovation and creativity," said Thomas Bach, President of the International Olympic Committee. "We look forward to working together to bring the magic of the Olympics to fans worldwide."
The partnership has been met with enthusiasm from fans and industry insiders alike. "Sonic the Hedgehog is an iconic character that transcends generations and cultures," said Dr. Ian Ayre, a leading expert on sports marketing. "This collaboration will undoubtedly appeal to a broad audience, further solidifying the Olympic brand's global reach."
The multi-year agreement marks a significant milestone in the history of both Sega and the International Olympic Committee. As the partnership unfolds, fans can expect a range of exciting activations, events, and merchandise that bring together the best of both worlds.
In related news, the next Winter Olympics will air in February 2026 from Milan and Cortina, with a global audience expected to tune in for the spectacle. The collaboration between Sega and the International Olympic Committee is set to be one of the most anticipated partnerships of the year.
Contact: Giana Levy, [gianalevy@newspaper.com](mailto:gianalevy@newspaper.com)
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*Reporting by Variety.*
