Sega Corporation has signed a new multi-year licensing agreement with the International Olympic Committee (IOC), allowing the Japanese publisher to produce Sonic the Hedgehog merchandise featuring the Olympic rings and to resume development of official Olympic Games video games. The deal took effect on October 7, 2025, and marks the revival of Sega’s partnership with the IOC following a hiatus in recent years.
Under the agreement, Sega plans to launch a new line of Sonic-themed Olympic merchandise and related products in 2026. The collaboration is designed to merge the global recognition of the Olympic brand with Sega’s flagship character, expanding the reach of both through digital entertainment and retail partnerships.
Executives from both organizations said the deal aims to inspire audiences worldwide by blending the values of athletic excellence and creativity with the high-energy themes associated with the Sonic franchise. The initiative reflects the IOC’s broader effort to engage younger audiences through interactive and character-driven content.
The agreement renews a relationship that began with the Mario & Sonic at the Olympic Games series, which debuted in 2007 on Nintendo platforms. The franchise has since spanned multiple console generations, with entries covering the London, Sochi, and Rio Olympic Games. Sega’s reacquisition of the Olympic Games video game rights follows a period during which another developer, nWay Games, held the license for the Paris 2024 title.
Industry analysts expect the revived partnership to pave the way for new releases such as Mario & Sonic at the Winter Olympics 2026 in Italy, with the possibility of a subsequent title tied to the Los Angeles 2028 Summer Games. Sega has not yet confirmed future projects, but the agreement signals a renewed focus on blending sports, gaming, and global branding under the Olympic umbrella.
Source: International Olympic Committee