The International Olympic Committee (IOC) has announced a multi-year global licensing agreement with SEGA CORPORATION, bringing together two iconic brands — the Olympic rings and Sonic the Hedgehog — under a new co-branded merchandise program.

Unveiled with early artwork from the upcoming “Five Rings” collaboration, the initiative marks a fresh entry into the IOC’s Global Licensing Strategy, a part of its broader Olympic Agenda 2020+5 plan to expand the Olympic brand’s reach beyond the Games cycle. A full range of licensed products inspired by the collaboration is expected to launch in 2026.

Strategic Collaboration Under Olympic Agenda 2020+5

The partnership with SEGA underscores the IOC’s push to engage younger audiences through culturally resonant brands and gaming franchises. By link

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