SEGA and International Olympic Committee Announce Sonic the Hedgehog Merchandise Collaboration

SEGA and the International Olympic Committee (IOC) have officially announced a groundbreaking new partnership, revealing plans for a multi-year co-branded merchandising program featuring Sonic the Hedgehog.

This collaboration is set to launch in 2025, introducing a broad selection of Sonic-themed merchandise incorporating the iconic Olympic rings logo, a move that unites one of gaming's most recognizable mascots with the global prestige of the Olympics. In a joint statement, both SEGA and the IOC expressed their intention to "explore opportunities to license the new designs for select merchandise collaborations." The initiative—dubbed the "Five Rings" collaboration—marks a significant expansion in Sonic’s licensing power, underscoring SEGA’s commitment to leveraging its blue blur mascot in global markets beyond video games. At this stage, the partnership is confirmed to focus exclusively on merchandise, with no plans for video game collaborations currently announced.

Fans will find a range of products, likely including apparel, accessories, collectibles, and more, featuring Sonic alongside the Olympic symbol.

SEGA and the IOC have also given the public a first look at the distinctive designs being developed for this campaign. Reaction from the Sonic community has been immediate, with social media channels buzzing over the potential for a renewed Mario & Sonic at the Olympic Games collaboration.

However, Nintendo, the partner behind Mario and a long-time collaborator in the Mario & Sonic at the Olympic Games franchise, is notably absent from this current deal.

Despite this, Sonic has previously starred in solo Olympic-themed titles, indicating SEGA’s ability to successfully leverage the brand independently. The Mario & Sonic at the Olympic Games series last saw release with the Tokyo 2020 edition, available on the Nintendo Switch and celebrated for its crossover appeal.

Following the event, reports, including those from series veteran Lee Cocker, indicated that the partnership between Nintendo, SEGA, and the IOC had ended, with the IOC shifting its focus to digital ventures like NFTs and esports at that time. While there are no confirmed plans for a new Mario & Sonic title, the resumption of official collaboration between SEGA and the IOC opens the door to new commercial possibilities.

As preparations for the merchandising rollout continue, fans and industry watchers will be monitoring developments closely for any signs of further Sonic the Hedgehog content tied to the Olympic Games brand. In summary, this SEO-optimized collaboration between SEGA and the International Olympic Committee champions Sonic’s enduring popularity and highlights ongoing innovation in global gaming merchandise.

Follow this story for all the latest updates on Sonic the Hedgehog, SEGA, and the continuing legacy of video game icons at the Olympic Games.

SEGA Sonic the Hedgehog Sonic International Olympic Committee Nintendo Mario & Sonic Tokyo 2020 Olympic Games