Sega and IOC Sign Multi-Year Agreement; Sonic to Become Olympic Mascot

SEGA and the International Olympic Committee (IOC) have announced a multi-year agreement that aligns the universal values of the Olympic movement with Sonic the Hedgehog.

The “Five Rings” collaboration will promote the Olympic brand and release officially licensed products with partners, starting in 2026.

“At SEGA we strive to build respectful, inclusive communities around the world. Our partnership with the IOC allows us to prioritize these values—especially through the Five Rings program—and to celebrate the innovative and diverse spirit both brands represent,” said Shuji Utsumi, President, Chief Operating Officer and Representative of SEGA Corporation.

Elizabeth Allaman, Deputy General Manager of TMS at the IOC, added:

“We are very excited to collaborate with SEGA on this new phase of Olympic engagement. Through storytelling and creative innovation we can reach audiences worldwide. By combining the iconic Olympic rings with the beloved Sonic, we create fresh opportunities for fans of all ages to experience the spirit of sport and fun in a distinctive and memorable way.”

Source: iXBT.games