Sega and IOC Sign New Multi-Year Agreement

The new agreement between Sega and the IOC is less about games and more about a collaboration between the Olympic brand and Sonic. There will be a wide range of licensed products available in 2026, and partners are now being sought.

The agreement now concluded between Sega and the International Olympic Committee (IOC) will run for several years and does not involve the development of new games. Instead, the agreement brings the Olympic brand and Sega's character Sonic together in a unique way.

"We’re committed to fostering respectful and inclusive communities across the globe at Sega," said Shuji Utsumi, President and COO, Representative Director of Sega Corporation. "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."

Through the forging of the agreement with the International Olympic Committee, SEGA and the IOC will explore opportunities to license the designs for select merchandise collaborations, inviting like-minded brands to join in this unique fusion of sports and video games.

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