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

Image credit: International Olympic Committee

Sega has teamed up with the International Olympic Committee (IOC) in a newly announced multi-year licensing agreement.

This initiative will introduce a "co-branded merchandising programme" that combines the image of Sonic the Hedgehog with the Olympic rings.

As part of this partnership, both organizations will look into licensing opportunities for these new designs in select merchandising ventures.

The full collection is set to debut in 2026, following the identification of essential partners for the program.

Shuji Utsumi, president and COO of Sega, commented on the collaboration: "This partnership underscores the IOC's dedication to excellence, global harmony, and perseverance, qualities that Sonic personifies with his speed, determination, and resiliency."

"We are excited to introduce these uniquely designed products featuring the Olympic rings and Sonic to fans around the world," Utsumi added.

Elisabeth Allaman, deputy managing director of IOC Television and Marketing Services, expressed enthusiasm for the partnership by noting the potential for storytelling and creativity: "This collaboration marks an exciting chapter, merging the universally recognized Olympic emblem with the much-loved Sonic character to provide fans worldwide with memorable experiences in sport and play."

Previously, Sega had partnered with the IOC and Nintendo to develop Olympic-themed video games, a collaboration that reportedly concluded in 2020.

Lee Cocker, former executive producer of the Mario & Sonic Olympic games, suggested that the IOC decided to explore new collaborations, including opportunities in NFTs and esports.