The story continues. The IOC and SEGA CORPORATION have announced the signing of a new license agreement, covering several years. It will materialize by " a program of co-branding merchandising featuring Sonic and the Olympic Rings ". A range of licensed derivative products expected to be released as early as 2026.
« The IOC is delighted to partner with SEGA on this exciting new chapter that leverages the power of storytelling and innovation to attract an international audience, says Elisabeth Allaman, deputy director general of television and marketing services at the IOC. By combining the world-renowned Olympic rings with the beloved Sonic the Hedgehog, we offer fans of all ages the opportunity to discover the spirit of sport and play in a new light which will remain engraved in their memories. »
Shuji Utsumi, Chief Operating Officer and President of SEGA CORPORATION, emphasized the alignment of Sonic's values and the Olympic Movement: " This collaboration illustrates the International Olympic Committee's commitment to highlight excellence, unity and perseverance on the world stage, values that Sonic embodies through his speed, determination and resilience. Unique graphic concepts will thus associate the famous Olympic rings with Sonic. »
This collaboration had already led to the release of six “Mario and Sonic at the Olympic Games” video games for Beijing 2008, Vancouver 2010, London 2012, Sochi 2014, Rio 2016 and Tokyo 2020. The agreement was not renewed for Paris 2024.
