The Sega Corporation has announced an official licensing partnership with the International Olympic Committee (IOC), stewards of the Olympic Games and branding. The partnership is for a multi-year agreement that uses the famous speedster in merchandising and artwork.
The first pieces of custom art feature Sonic sprinting over the words Going for Gold, Sonic racing on a surfboard with multi-color trails, and Sonic and friends, including Shadow and Knuckles, running along their colored lanes to the words, Olympic Dream.
I admit, the art design for Sonic fits really well with the Olympic colors. And obviously the whole emphasis on rings! Whether or not it’ll make the Olympic Games cooler for kids remains to be seen.
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” said Shuji Utsumi, President and COO, Sega Corporation. “Partnering with the International Olympic Committee allows us to bring those values to the forefront, especially with the Five Rings program, and celebrate the innovative and diverse spirit both of these brands promote.”
“The IOC is delighted to unite with SEGA for this exciting new chapter for the Olympic brand, embracing the power of storytelling and innovation to engage audiences globally,” said Elisabeth Allaman, Deputy Managing Director, IOC. “By combining the universally recognized Olympic rings with the beloved character of Sonic, we are creating fresh opportunities for fans of all ages to experience the spirit of sport and play in new and memorable ways.”
The IOC and Sega are exploring future merchandise opportunities.
Sonic previously collaborated with the Olympic games alongside Mario in sports game, Mario & Sonic at the Olympic Games Tokyo 2020.
The next Olympic Games are the 2026 Winter Olympics, which takes place February 2026 in Milan and Cortina d’Ampezzo, Italy.
