Sonic The Hedgehog returns to the Olympics as Sega signs multi-year deal with the IOC.
Sega and the International Olympic Committee have signed a multi-year licensing agreement effective October 7, 2025. This agreement allows Sega to produce Sonic the Hedgehog–branded Olympic merchandise featuring the official rings, in conjunction with the Olympic Games video game license, with a full product line scheduled for 2026.
Sega and the International Olympic Committeehave announced a multi-year licensing agreement, effective October 7, 2025, to introduce Sonic the Hedgehog merchandise featuring the Olympic rings. Furthermore, Sega has reacquired the rights to the “Olympic Games” license, and the complete lineup of Sega-themed Olympic merchandise will arrive in 2026.
Now that Sega owns the rights to the Olympic Games, we can expect to see Mario and Sonic at the Winter Olympics in 2026 in Italy, followed by a possible follow-up Summer Olympics title in Los Angeles. But we’ll have to wait for official word from Sega.
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