The International Olympic Committee -IOC- and SEGA Corporation have announced a multi-year licensing agreement to develop a new product line inspired by Olympic values and featuring Sonic the Hedgehog. The collaboration, introduced under the name “Five Rings,” brings together the iconic Olympic symbol and the legendary Japanese character in an initiative that strengthens the IOC’s global brand strategy.

The collection, scheduled for release in 2026, will include apparel, toys, stationery, and collectible items with exclusive designs. The first visual preview, shared by the IOC, shows Sonic alongside the Olympic rings in a concept blending speed, excellence, and friendship — all central values of the Olympic Movement.

A partnership within the IOC’s Global Licensing Strategy

The agreement is part of the IOC’s Global Licensing Strategy, launched under the Olympic Agenda 2020+5, which aims to maintain year-round engagement with fans through official products. This policy extends the Olympic brand beyond the Games themselves, reinforcing its global identity and visibility.

In recent Olympic cycles, the IOC has strengthened its licensing program as a complementary source of revenue. During the Tokyo 2020 Games, official merchandising generated around 52 million USD in sales, with over one hundred licensees worldwide. The initiative seeks to maintain visibility between Olympic editions and diversify fan engagement channels. A property such as Sonic is expected to broaden that reach even further, attracting both younger and long-time audiences.

Sonic as an ambassador of Olympic values

“The partnership with SEGA represents a new way of bringing the values of Olympism closer to a global audience, combining storytelling and innovation to connect with all generations,” said Elisabeth Allaman, Deputy Managing Director of IOC Television and Marketing Services. According to the IOC, the collaboration reinforces the link between sport, creativity, and entertainment.

From SEGA, President and COO Shuji Utsumi highlighted that the project “brings together excellence, unity, and perseverance in a single concept,” noting that Sonic embodies “the speed, determination, and resilience that define the sporting spirit.” Both organizations will jointly manage design development and licensing to ensure alignment with the Olympic identity.

Global expansion and licensed products planned for 2026

Following the signing of the agreement, the IOC and SEGA will begin selecting commercial partners to produce and distribute the official collection from 2026 onwards. A global network of licensees is expected to cover multiple product categories and key markets across Asia, Europe, and the Americas.

Headquartered in Tokyo, SEGA Corporation is a global leader in interactive entertainment. Its role as a strategic partner of the IOC strengthens the Olympic brand’s expansion toward new audiences, bridging sporting tradition and pop culture in a project that combines institutional identity with international appeal.