Sega and IOC Announce Multi-Year Sonic x Olympics Merch Deal, Full Collection Launches in 2026

Sega and the International Olympic Committee (IOC) have entered a new multi-year licensing agreement that will bring Sonic the Hedgehog together with the Olympic rings in a global merchandising initiative.

The collaboration, unveiled this week, will kick off with a co-branded program and culminate in a full merchandise collection launching in 2026.

Sega x IOC

What Is the Sonic x Olympics Collaboration About?

The partnership centers around a new initiative called “Five Rings,” which blends Sonic’s iconic imagery with the Olympic brand (as shown above). According to Sega and the IOC, the designs aim to reflect shared values such as excellence, perseverance, and unity — qualities both organizations say are embodied by Sonic’s speed and determination.

Sega President and COO Shuji Utsumi described the collaboration as a celebration of “uniquely crafted designs” that merge the Olympic rings with Sonic’s legacy. “We are thrilled to share this exciting initiative with fans worldwide,” Utsumi said in the official announcement.

IOC Television and Marketing Services Deputy Managing Director Elisabeth Allaman echoed the sentiment, noting that the partnership embraces “storytelling and innovation to engage audiences globally.” The goal, she added, is to let fans of all ages “experience the spirit of sport and play in new and memorable ways.”

What’s Coming in 2026?

While the full product lineup hasn’t been revealed yet, the first look at the “Five Rings” collaboration includes artwork featuring Sonic alongside the Olympic symbol. Sega and the IOC plan to license these designs for select merchandise collaborations before rolling out the complete collection in 2026. Key partners are currently being sought to support the launch.

This initiative is part of the IOC’s broader Global Licensing Strategy under Olympic Agenda 2020+5, which aims to connect fans with the Olympic brand year-round through official products. The Sonic collaboration will join existing lines like the Olympic Collection and Olympic Heritage Collection.

This isn’t Sega’s first Olympic partnership. The company previously worked with Nintendo on the Mario & Sonic at the Olympic Games series, which ended in 2020.