Sega Corporation and the International Olympic Committee (IOC) have officially announced a multi-year global partnership celebrating the shared legacies of Sonic the Hedgehog and the Olympic Games — two icons that have inspired generations through play, performance, and perseverance. The collaboration, titled “Five Rings,” will serve as the foundation for a long-term creative initiative designed to connect the worlds of video games, sports, and pop culture.
A first glimpse at the project reveals a striking piece of artwork that reimagines the Olympic rings through a Sonic-inspired lens, merging the character’s signature speed, energy, and optimism with the Olympic values of excellence, respect, and friendship.
This partnership arrives at an exciting time for both organizations. The Winter Olympic Games are set to take place in February 2026 from Milan and Cortina d’Ampezzo, while the Summer Olympics will follow in 2028 from Los Angeles. In the United States, fans will be able to watch both events across NBC and Peacock, with potential tie-ins to the Five Rings campaign planned around those broadcasts.
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” said Shuji Utsumi, President and COO of Sega Corporation. “Partnering with the International Olympic Committee allows us to bring those values to the forefront, especially through the Five Rings program. It’s a celebration of innovation, diversity, and the joy that both Sonic and the Olympics inspire.”
Under the new agreement, Sega and the IOC will explore a range of licensing and design opportunities. This includes the development of limited-edition apparel, collectibles, and digital merchandise inspired by the Five Rings artwork. The companies are actively seeking collaborating brands and creative partners to expand the project into lifestyle and entertainment markets, ensuring the partnership resonates with fans of all ages.
A dedicated merchandise collection is already in early production stages, with a planned launch in 2026 to coincide with the Milan-Cortina Winter Games. Items are expected to celebrate the legacy of Sonic’s 1991 debut while paying tribute to over a century of Olympic heritage — uniting two timeless symbols of play and performance.
“The IOC is delighted to unite with SEGA for this exciting new chapter,” said Elisabeth Allaman, Deputy Managing Director of IOC TMS. “By combining the universally recognized Olympic rings with the beloved character of Sonic, we’re creating new opportunities for fans to engage with the spirit of sport and play in ways that are imaginative, interactive, and deeply meaningful.”
The “Five Rings” partnership marks the beginning of what could become one of the most recognizable collaborations in modern entertainment — blending the speed of Sonic with the spirit of the Olympics, and proving once again that when it comes to bringing people together, games and sport speak the same universal language.
