By Gary Symons
TLL Editor in Chief
The International Olympic Committee and SEGA Corporation have unveiled a new multi-year agreement between the Olympics and Sonic the Hedgehog.
Even more interesting is that the announcement makes it clear this deal is part of a new approach to licensing by the IOC, one which promises to expand opportunities for potential licensing partners.
For those of us in the licensing industry, the key part of that announcement is that the agreement is part of a wider initiative to connect fans to the Games through official merchandise not only during the Olympic Games, but also between the editions of the Games as well. In other words, it’s a continual approach to licensing that won’t fade away between different editions of the Olympic Games.
According to a joint statement, the SEGA licensing agreement “is the result of the IOC’s Global Licensing Strategy; an initiative driven by Olympic Agenda 2020+5 that aims to engage and connect fans through official merchandise that strengthens and promotes the Olympic brand, not only during the Olympic Games, but between Games editions as well.”
That also means that Olympic licensing will be broader than before. In the past, the IOC’s licensing efforts were typically focused on a particular edition of the Summer or Winter Games, so licensing partners typically were chosen to collaborate on a particular edition; not on a continuing collaboration with the overall Olympic movement.
That is now going to change, according to the IOC. For example, IOC licensing programs now include a ‘Heritage Collection’ that offers merchandise with design elements from previous editions of the Olympic Games, including apparel, mascots and accessories. For licensing partners, that greatly widens the window to create and market products connected to a particular event.
It appears from the announcement that there are three different, interlocking programs through which licensing will occur.
First, there is the ‘Olympic Collection’, “which aims to engage a young and active audience through unique branded products, including apparel, toys and games, bags, stationery items and sports equipment.” As far as we can tell, this embraces a strategy of long-term, ongoing licensing and merchandise programs.
Secondly, “the IOC’s core licensing programmes include the Olympic Heritage Collection, which offers products featuring art and design elements from previous Games editions, such as apparel, mascots and accessories, connecting fans and connoisseurs with the rich heritage of past Olympic Games.”
Thirdly, there are the Olympic and Paralympic Games Collections, which celebrate each upcoming edition of the Games, and include a wide range of accessories, souvenirs, fan gear and apparel.” That stream is similar to what has happened in the past, with partners chosen to collaborate on a particular edition of the Games.
SEGA’s iconic Sonic character appears to be the first to be announced under this new approach, and is certainly a brand that epitomizes the Olympic Games motto ‘Faster, Higher, Stronger – Together’, since you can’t get much faster than the blue blur that is the world’s fastest hedgehog.
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” said Shuji Utsumi, the president and COO 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.”
The first look at the upcoming “Five Rings” collaboration is available now, featuring the Olympic rings with a supersonic Sonic the Hedgehog spin.
The IOC says this sneak peek into the custom art is meant to highlight the connection with Sonic and core Olympic values, including excellence, respect and friendship.
Importantly for the licensing sector, SEGA and the IOC are now seeking key partners for a full merchandise collection to launch in 2026.
(Editor’s Note: TLL members with a Licensing Sourcebook account can find licensing contacts for the IOC and SEGA by searching under the ‘Companies’ tab at THIS LINK.)
Elisabeth Allaman, Deputy Managing Director of the IOC’s Television and Marketing Services, said the agreement with SEGA marks a welcome sea change for the Olympic movement.
“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,” Allaman said. “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.”
Through the forging of this agreement with the International Olympic Committee, SEGA and the IOC say they will explore opportunities to license the designs for select merchandise collaborations. The partners are now inviting like-minded brands to join in this unique fusion of sports and video games.