The International Olympic Committee (IOC) and SEGA CORPORATION have announced a landmark partnership titled “Five Rings”, marking a new chapter in the intersection of sport, storytelling, and gaming culture. The collaboration’s first artwork — unveiled today — features Sonic the Hedgehog alongside the iconic Olympic rings, symbolizing a creative fusion of athletic excellence and interactive entertainment.
A New Era of Olympic Storytelling
A full line of licensed merchandise under the Five Rings banner is set to launch in 2026, uniting fans of both the Olympic Games and SEGA’s beloved franchise. The partnership represents a broader push by the IOC to modernize its engagement with younger audiences and strengthen its year-round brand presence beyond the Games.
Elisabeth Allaman, Deputy Managing Director of IOC Television and Marketing Services, described the collaboration as a forward-thinking step in connecting sport with storytelling:
“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 recognized 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.”
Merging Speed, Spirit, and Global Reach
For SEGA, the partnership represents more than a licensing deal — it’s a celebration of shared values.
Shuji Utsumi, President and COO of SEGA CORPORATION, explained:
“This collaboration highlights the IOC’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 combining the iconic Olympic rings and Sonic, and we are thrilled to share this initiative with fans worldwide.”
Following this announcement, the IOC and SEGA plan to license the “Five Rings” designs for select global collaborations ahead of the full merchandise launch in 2026, targeting apparel, collectibles, and digital extensions.
Part of the IOC’s Global Licensing Vision
The “Five Rings” initiative aligns with the IOC’s Global Licensing Strategy, introduced under Olympic Agenda 2020+5. The program’s goal is to deepen fan engagement through officially licensed products that connect audiences to Olympic ideals year-round.
This collaboration joins the ranks of the Olympic Collection, Olympic Heritage Collection, and Games-specific Collections, positioning “Five Rings” as a creative bridge between pop culture and the Olympic Movement.
SEGA’s Expanding Cultural Footprint
Headquartered in Tokyo, Japan, SEGA CORPORATION remains a global leader in interactive entertainment, producing and publishing games across consoles, PC, and mobile devices. Beyond gaming, SEGA has expanded into character licensing and media partnerships, making this collaboration a natural extension of its global brand strategy.
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