Sega and the International Olympic Committee reveal a long-term licensing agreement

Sega Olympics — Image credit: International Olympic Committee

Sega has entered into a new long-term licensing agreement with the International Olympic Committee (IOC).

This collaboration will introduce a "co-branded merchandising programme" integrating Sonic the Hedgehog with the iconic Olympic rings.

As part of this venture, Sega and the IOC intend to seek avenues for licensing these designs for specific merchandise partnerships.

The completed product line is slated for release in 2026, following engagements with crucial partners.

Sega's president and COO, Shuji Utsumi, expressed that this collaboration underscores the IOC's dedication to promoting global values like excellence and unity, reflecting Sonic's characteristics of speed, perseverance, and resilience.

Elisabeth Allaman, deputy managing director of IOC Television and Marketing Services, stated: "The collaboration with Sega marks an exciting new phase. By merging the universally famed Olympic rings with Sonic, people of all ages can relish the essence of sport, innovation, and play globally."

Previously, Sega had collaborated with the IOC to create Olympic-themed games in conjunction with Nintendo, a partnership that reportedly concluded in 2020.

Lee Cocker, former executive producer of the Mario & Sonic series, mentioned that the IOC had shown interest in exploring other areas, including NFTs and esports.

For more details, visit the full article on GamesIndustry.biz.