SEGA and IOC Team Up for Sonic the Hedgehog Olympic Merchandise

[lingriiddd]

On Oct. 6, 2025, SEGA and the International Olympic Committee (IOC) announced a multi-year licensing deal to launch a co-branded merchandise program celebrating Sonic the Hedgehog and the Olympic Rings.

The collaboration aims to highlight values such as friendship, excellence, and respect, and the merchandise line is scheduled to debut in 2026. IOC Deputy Managing Director Elisabeth Allaman emphasized the power of storytelling, noting the partnership will let fans “experience the spirit of sport and play in new and memorable ways.”

This marks a new chapter after SEGA’s previous Olympic collaborations with Nintendo, which concluded following the Tokyo 2020 game.

[kelson10]

This collab makes perfect sense — Sonic and Olympics just fit together.

[Nahid10]

SEGA really knows how to keep Sonic relevant with every new event.