Sonic The Hedgehog returns to the Olympics as Sega signs multi-year deal with the IOC

Sega and the International Olympic Committee have 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. Elisabeth Allaman, Deputy Managing Director of
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