IOC, SEGA Announce Sonic Merchandise Partnership Starting 2026

A multi-year licensing agreement between SEGA Corporation and the International Olympic Committee establishes a co-branded 'Five Rings' merchandising program that will roll out in 2026 and focus on apparel, collectibles, stationery, bags and other licensed products. Official artwork shows Sonic interacting with the Olympic rings, and both organizations said the collaboration highlights shared values such as speed, perseverance, excellence, respect and friendship as a storytelling and fan-engagement initiative. The partners are seeking brand collaborators for a full merchandise collection to launch in 2026 as part of the IOC’s Global Licensing Strategy to keep the Olympic brand visible year-round. The agreement is explicitly merchandising-focused and does not constitute a video-game partnership; Sonic’s prior Mario & Sonic video-game series ran from 2007–2020 and ended after the IOC changed licensing directions. Early fan reaction is mixed, with some praising the Olympic tie-in and others disappointed that no new games or deeper content partnerships were announced.