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Sonic returns to the Olympic Games with “Five Rings,” SEGA and the IOC announce new collaboration

After years of absence, the blue hedgehog returns to the Olympic Movement.

Update: Oct 6th, 2025 15:00 CEST

SEGA and the International Olympic Committee (IOC) announced this morning a multi-year partnership that will unite the legacy of Sonic the Hedgehog with the leading body of the Olympic Movement. As a first preview of this alliance, concept art for the upcoming “Five Rings” collaboration has been revealed, featuring the Olympic rings with a supersonic twist inspired by the blue hedgehog. This custom image highlights the deep connection between Sonic and the ideals of the Olympic Movement, setting the stage for future initiatives.

Sonic returns to the Olympic Games with “Five Rings,” SEGA and the IOC announce new collaboration

A partnership that brings together video games and sport

SEGA and the IOC’s main ambition is to launch a complete collection of products related to this collaboration in 2026. To achieve this, both organizations are actively seeking key partners who wish to participate in this alliance.

According to Shuji Utsumi, President and Chief Operating Officer of SEGA CORPORATION, the collaboration with the IOC allows them to highlight fundamental values: “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.”

For players and fans, this partnership represents a new way to connect with the Olympic spirit through one of the most beloved characters in video games. IOC TMS Deputy Director General Elisabeth Allaman expressed her enthusiasm for the initiative: “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.”

Rebuilding a relationship

This isn’t the first time Sonic and the International Olympic Committee have joined forces. The Mario & Sonic at the Olympic Games series was launched in 2008, covering the games up to Tokyo 2020. However, for Paris 2024, the relationship had ended. We’ll see what role Sonic and his friends will play during the next Olympic Games, with the Winter Games taking place in Milan-Cortina d’Ampezzo 2026 and the Summer Games in Los Angeles in 2028.