Key Takeaways
1. Sega and the International Olympic Committee have a multi-year licensing deal starting October 7, 2025, for Sonic the Hedgehog merchandise featuring the Olympic rings.
2. Sega has regained the rights to the “Olympic Games” license, with new Sega-themed Olympic products set to launch in 2026.
3. The partnership aims to combine storytelling and innovation to connect with fans of all ages through Sonic and the Olympics.
4. This agreement builds on past collaborations, notably the “Mario and Sonic at the Olympic Games” series, which began in 2007.
5. Future games, including “Mario and Sonic at the Winter Olympics” in 2026, are anticipated with confirmation pending from Sega.
Sega has teamed up with the International Olympic Committee for a multi-year licensing deal, starting from October 7, 2025. This agreement will see the launch of Sonic the Hedgehog merchandise that includes the Olympic rings. Additionally, Sega has regained the rights to the “Olympic Games” license, with a full range of Sega-themed Olympic products set to debut in 2026.
Exciting Partnership
Elisabeth Allaman, the Deputy Managing Director of IOC Television and Marketing Services, expressed her enthusiasm about the partnership. She stated that the IOC is excited to join forces with Sega for this new venture, which aims to harness storytelling and innovation to connect with audiences around the world. By merging the iconic Olympic rings with the much-loved character Sonic, they hope to offer fans of every age a chance to enjoy sport and play in fresh and unforgettable ways.
Sonic’s Values
Shuji Utsumi, who is the President, COO, and Representative Director of Sega Corporation, shared his thoughts on the collaboration. He noted that this partnership reflects the IOC’s dedication to showcasing values such as excellence, unity, and perseverance on the world stage—qualities that Sonic represents through his speed, determination, and resilience. Utsumi also mentioned the unique designs that will combine the recognizable Olympic rings and Sonic, and he is excited to share this initiative with fans globally.
A Rich History
This new licensing agreement builds on previous collaborations between the IOC and Sega, particularly the Mario and Sonic at the Olympic Games series, which started back in 2007 on the Nintendo Wii and Nintendo DS. Following that were titles like Mario and Sonic at the Winter Games (2009) for the same platforms. Further installments featuring events in London, Sochi, and Rio were released on the Wii U and Nintendo 3DS. The most recent game was launched in 2019 for the Nintendo Switch, along with freemium games for iOS and Android, plus arcade versions in 2020.
Future Games
In the past year, a developer who previously worked on Mario and Sonic mentioned that there won’t be any new Mario and Sonic games for the Paris 2024 Olympics. The Olympic Video Game license was then held by nWay Games, which put out “Olympics GO! Paris 2024,” a free-to-play game that includes microtransactions and NFTs.
Now that Sega has the Olympic Games rights, fans can look forward to Mario and Sonic at the Winter Olympics in 2026, which will take place in Italy, followed by a potential Summer Olympics game in Los Angeles. However, we will need to wait for an official announcement from Sega for confirmation.
Recent Collaborations
In addition to this new licensing deal, Sega recently worked with Puma to launch a Capsule Collection featuring three colorways showcasing Sonic, Tails, and Shadow.
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