SEGA is officially teaming up with the International Olympic Committee for a multi-year partnership celebrating Sonic the Hedgehog and the Olympics. A few pieces of key art were released in conjunction with the announcement, with the campaign known as the “Five Rings” collaboration.
Fans can look forward to unique merchandise created under the Five Rings theme, with SEGA and the IOC currently seeking key partners for a full merchandise collection to launch in 2026. The news comes ahead of the Olympic Winter Games, taking place in Milan-Cortina in 2026; and the Summer Games, happening in Los Angeles in 2028.
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” said Shuji Utsumi, President and COO, Representative Director of SEGA. “Partnering with the International Olympic Committee allows us to bring those values to the forefront, especially with the Five Rings program, and celebrate the innovative and diverse spirit both of these brands promote.”
“The IOC is delighted to unite with SEGA for this exciting new chapter for the Olympic brand, embracing the power of storytelling and innovation to engage audiences globally,” said Elisabeth Allaman, Deputy Managing Director IOC TMS. “By combining the universally recognised Olympic rings with the beloved character of Sonic, we are creating fresh opportunities for fans of all ages to experience the spirit of sport and play in new and memorable ways.
