Sonic the Hedgehog will lend his super speed to the Olympic Games in 2026 and beyond thanks to a new partnership between SEGA and The International Olympic Committee. SEGA’s beloved platforming mascot prides himself on being one of the fastest and most athletic characters in gaming, and there has been plenty of overlap between Sonic and the Olympics before.

Now Sonic and his friends are set to become official ambassadors for the Olympic Games, as announced on the official International Olympic Committee website. The IOC and SEGA Corporation have officially formed a multi-year marketing and merchandising deal centered around the Sonic the Hedgehog franchise.

Official artwork for the aptly-named “Five Rings” promotion was recently unveiled, featuring Sonic and his friends alongside the iconic Olympic Rings symbol. A full range of merchandise is planned for 2026, presumably to coincide with the 2026 Olympic Winter Games in Milan and Cortina d’Ampezzo, Italy.

Sonic Joins The Olympics

Merchandise Is Planned For 2026 And Beyond

While speaking about the IOC and SEGA’s new partnership, Managing Director of IOC Television and Marketing Services Elisabeth Allaman said that this exciting cross-promotion will embrace “the power of storytelling and innovation” to engage with audiences around the world. She adds that by combing the Olympic Rings symbol with the classic Sonic characters, fans of all ages will be able to “experience the spirit of sport and play in new and memorable ways.”

Sega Corporation President and Co-Chief Operating Officer Shuji Utsumi also addressed the new partnership in an official statement, saying that it highlights “the International Olympic Committee’s commitment to showcasing excellence, unity and perseverance on the global stage.” He notes that this ethos lines up with the values that Sonic embodies through his speed, determination and resilience.

Sonic’s History With The Olympics

Gaming And Olympics Are A Gold-Medal Team

Mario and Sonic skiing and snowboarding in Mario & Sonic At The Olympic Winter Games

This is far from the first time that Sonic has crossed over with the Olympic Games. From 2008 to 2020, Sonic and his friends were playable characters in the Mario & Sonic at the Olympic Games series, where they competed against their greatest rivals from Nintendo’s Super Mario Bros. franchise in Olympic-themed minigames.

Sonic also had a presence in the delayed 2020 Olympic Games, which featured music from various gaming franchises like Sonic, Final Fantasy, and Monster Hunter in the opening ceremony. SEGA also released Olympic Games Tokyo 2020 – The Official Video Game to coincide with the events, and players could dress their virtual avatar in a Sonic mascot costume.

SEGA and The IOC’s Sonic the Hedgehog promotional deal is part of the latter’s Global Licensing Strategy, which was launched in 2020 and aims to connect fans with the Olympic Games throughout the year by way of official licensed products.