Sega Partners with the Olympics in New Sonic-Inspired Global Collaboration
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Sega has announced a new multi-year licensing agreement with the International Olympic Committee (IOC), celebrating the legacies of Sonic the Hedgehog and the Olympic brand.
The reveal comes with our first look at the collaboration, giving the iconic Olympic rings a Sonic-inspired twist.
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” said Shuji Utsumi, President and COO, Representative Director of 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.”
Elisabeth Allaman, Deputy Managing Director IOC TMS, added:
"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,"
"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.”
This new partnership aims to connect with fans through official Olympic merchandise beyond the Games themselves. The collaboration will include a wide range of products such as apparel, toys, games, bags, stationery, and sports equipment, extending the spirit of both Sonic and the Olympics year-round.
This shows how important the Sonic the Hedgehog franchise has become for Sega, as it continues to find success beyond video games. The Sonic live-action trilogy has been a major hit, and now, with Sega partnering with the Olympic brand, it highlights both the character’s cultural strength and the potential for both brands to reach new global audiences.
About the Author - Carlos Hernandez
Carlos Hernandez is the founder and Editor-in-Chief of Too Much Gaming, where he writes about video games, reviews, and industry news. A lifelong gamer, he would do anything to experience Final Fantasy Tactics for the first time again and has a love/hate relationship with games that require hunting for new gear to improve your character.
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