The International Olympic Committee (IOC) and SEGA have announced a multi-year licensing collab between Sonic The Hedgehog and the Olympic Games.

This new collab will feature officially licensed merch between Sonic characters and the Olympic rings, with the first collaboration artwork featuring Sonic, Tails, Shadow, Amy, and Knuckles representing the five rings. The merch is set to launch sometime in 2026, which is when the Milano Cortina Winter Olympics is taking place.

Elisabeth Allaman, Deputy Managing Director of IOC Television and Marketing Services:  “The IOC is delighted to unite with SEGA for this exciting new chapter, embracing the power of storytelling and innovation to engage audiences globally. By combining the universally recognised Olympic rings with the beloved character of Sonic, fans of all ages can experience the spirit of sport and play in new and memorable ways.”

Shuji Utsumi, Co-Chief Operating Officer and President of SEGA CORPORATION: “This collaboration highlights the International Olympic Committee’s commitment to showcasing excellence, unity and perseverance on the global stage, values that Sonic embodies through speed, determination and resilience. It brings together uniquely crafted designs that combine the iconic Olympic rings and Sonic, and we are thrilled to share this exciting initiative with fans worldwide.”

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