Last Updated on Oct 6, 2025 @ 14:18:33 PM.
Only a few days since his latest appearance in Sonic Racing: CrossWorlds, Sonic the Hedgehog is rearing his ridiculously fast head once more, as SEGA has announced a landmark agreement with the International Olympic Committee to bring the two brands together, fusing real-life sports and video games together once more.
Straight from SEGA:
“Today, SEGA CORPORATION and the International Olympic Committee (IOC), the guardian of the Olympic Games and the leader of the Olympic Movement, announced a new multi-year agreement celebrating the legacies of Sonic the Hedgehog and the Olympic brand.
The first look at the upcoming ‘Five Rings’ collaboration is available now, featuring the Olympic rings with a supersonic Sonic the Hedgehog spin. This sneak peek into the custom art highlights the connection with Sonic and the core Olympic values, including excellence, respect and friendship. SEGA & IOC are seeking key partners for a full merchandise collection to launch in 2026.”
Speaking on the monumental, landmark agreement, Shuji Utsumi, President and COO of SEGA said:
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA. 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.”
Echoing those sentiments, Elisabeth Allaman, the Deputer Managing Director for the International Olympics Committee said:
“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 recognised 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.”
For more from us, check out our Sonic Racing: CrossWorlds review, or how Ghost of Yotei makes use of PlayStation’s most gimmicky feature.
Luke Addison is the Founder and Editor-in-Chief of Thumb Wars. Having previously been a part of multiple outlets over the years, including building an entire gaming team from nothing to something, he thought it best to forge his own path and answer only to himself. As likely to be found playing the latest game as he is in the kitchen relaxing (by cooking), he always brings the same bold and brash attitude to everything he does, with a heavy leaning on sarcasm and dry wit!
