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SEGA and the International Olympic Committee are no strangers, as the two entities have worked together in the past on the Mario & Sonic Olympic series, as well as games centered strictly on the the Olympics without a mascot in sight. Now, SEGA and the IOC are once again partnering for a multi-year licensing agreement centered around merchandising that will feature Sonic the Hedgehog and friends with art themed around the iconic Olympic five ring branding. Indeed, the collaboration is called Five Rings, and you can take your first look at some of the art down below:
“We’re committed to fostering respectful and inclusive communities across the globe at SEGA,” said Shuji Utsumi, President and COO, Representative Director 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 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,” said Elisabeth Allaman, Deputy Managing Director IOC TMS. “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 the agreement with the International Olympic Committee, SEGA and the IOC will explore opportunities to license the designs for select merchandise collaborations, inviting like-minded brands to join in this unique fusion of sports and video games.
Of course, what most fans would arguably like a lot more than a new hoodie would be a new Mario & Sonic Olympics game… but there’s no word on that at the moment. Will things change? We’ll be sure to let you all know if we do!
Source: SEGA Press Release
