Sega and IOC sign licensing agreement regarding "Sonic the Hedgehog"; seeking business partners ahead of collaborative product launch
Note: the original Japanese article can be found at:
https://www.4gamer.net/games/882/G088214/20251007003/
Editorial Department: RENE | 2025/10/07 02:00 (UTC)
Sega today (October 7, 2025) announced that it has signed a multi-year licensing agreement with the International Olympic Committee (IOC) regarding its popular character “Sonic the Hedgehog.”
Under this agreement, Sega and the IOC will launch a “Five Rings” collaboration. The first collaborative visual has also been unveiled, featuring Sonic the Hedgehog, the blue hedgehog with super speed, racing through the Olympic Games. This design embodies shared values between Sonic and the Olympic brand: teamwork, friendship, sportsmanship, and unity.
Additionally, Sega and the IOC are currently seeking business partners to support the upcoming full collection release scheduled for 2026.
Official Sega Website
＜Below is the original press release content as provided by the manufacturer＞
Sega Signs Licensing Agreement with International Olympic Committee (IOC) for Official “Sonic the Hedgehog” Merchandise
SEGA Corporation (Headquarters: Shinagawa, Tokyo; President & CEO COO: Shuji Uchimizu; hereinafter referred to as “Sega”) announces today that it has signed a multi-year licensing agreement with the International Olympic Committee (IOC) for the development and distribution of official merchandise based on Sega’s globally popular video game character, “Sonic the Hedgehog.” Under this agreement, Sega will collaborate with the IOC to launch a joint initiative titled “Five Rings.” To commemorate the signing, the first installment of the collaborative visual has been released. This artwork depicts Sonic the Hedgehog racing through the Olympic Games, expressing shared values between Sonic and the Olympic brand: teamwork, friendship, sportsmanship, and unity. Furthermore, Sega and the IOC are currently seeking business partners to help bring to market a full collection planned for release in 2026.
[Comment from Shuji Uchimizu, President & CEO COO of SEGA Corporation]
At Sega, we strive to nurture an inclusive community that respects diversity across the globe. Through this licensing agreement—especially through our collaboration with the Five Rings—we are proud to reaffirm our commitment and celebrate the shared spirit of innovation and diversity embodied by both Sega and the Olympic brand.
[Comment from Elizabeth Araman, Deputy Managing Director, IOC Television & Marketing Services]
We are delighted that we can join forces with Sega at this exciting new chapter for the Olympic brand. This collaboration will amplify the power of storytelling and innovation to captivate audiences worldwide. Through this unique encounter between the globally recognized Olympic symbol—the Five Rings—and Sonic, a beloved character cherished across generations, we aim to create unforgettable experiences that allow fans from all ages to deeply feel the spirit of sports and video games.
As part of this agreement, Sega and the IOC are seeking brands that support the unique fusion of sports and video games and wish to utilize this collaborative design for product development.
[Expansion of Licensing Activities at the International Olympic Committee (IOC)]
This licensing agreement is based on the “Global Licensing Strategy,” a key initiative proposed under the Olympic Agenda 2020+5. The Global Licensing Strategy aims to strengthen the Olympic brand through official merchandise development, engaging fans not only during but also before and after Olympic Games.
Key IOC licensing programs include:
- The “Olympic Collection”, featuring unique branded products such as apparel, toys, games, bags, stationery, and sports equipment designed to appeal to young, active audiences;
- The “Heritage Collection”, which combines artwork and designs from past Olympic and Paralympic Games to connect fans and experts through a rich cultural legacy via apparel, mascots, accessories, and more;
- The “Olympic & Paralympic Games Collection”, offering an extensive range of items including accessories, souvenirs, and apparel that celebrate upcoming competitions.
The IOC’s licensing programs provide tangible connections between Olympic events, the Olympic ideals, and fans through official merchandise, collections, and souvenirs.
[About the “Sonic” Series]
“Sonic the Hedgehog,” Sega’s globally popular video game character—a blue, super-speed hedgehog—first debuted in 1991 with the release of the game Sonic the Hedgehog. Since then, numerous titles have been released across various gaming platforms. The series has now surpassed 1.77 billion copies sold worldwide (including full games and free-to-play titles combined). Sonic will continue to race at lightning speed through new worlds ahead.
◆ Official Sonic X (Twitter) Account: https://x.com/SonicOfficialJP
◆ Portal Site “SONIC CHANNEL”: https://sonic.sega.jp/SonicChannel/
[About Sega] (https://www.sega.co.jp/)
SEGA Corporation operates primarily in the planning, development, sales, and operation of home video game consoles, PC, and smartphone games. Leveraging expertise from its gaming business, it also develops and sells digital services, character merchandise, prizes, and other products. In terms of game content, Sega delivers titles developed by studios both within Japan and overseas through its global network of offices to audiences worldwide.
All company names and product names mentioned are trademarks or registered trademarks of their respective companies.
The information provided in this document is accurate as of the date of announcement.
(c) 2025 - International Olympic Committee - All Rights Reserved. OlympicTM, OlympicsTM, Olympic GamesTM are registered trademarks.
(c) 2025 - International Olympic Committee - All Rights Reserved.
(c) SEGA