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By Gavin Boyle
SEGA and the International Olympic Committee (IOC) revealed a multi-year licensing deal which will allow the organizations to work together to create Sonic the Hedgehog-based marketing and merchandise.
“This collaboration highlights the IOC’s commitment to showcasing excellence, unity and perseverance on the global stage, values that Sonic embodies through speed, determination and resilience,” said Shuji Utsumi, the president and COO of the SEGA Corporation. “It brings together uniquely crafted designs that combine the iconic Olympic rings and Sonic, and we are thrilled to share this exciting initiative with fans worldwide.”
“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,” added Elizabeth Allaman, the deputy managing director of IOC Television and Marketing services. “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.”
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This collaboration comes as both organizations have seen a revival in popularity in recent years.
The Sonic franchise’s popularity has boomed largely through its movies and TV shows which have incorporated some of the biggest names in Hollywood. Meanwhile, viewership of the 2024 Paris Olympics was up 79% compared to the 2021 Tokyo Games. This massive boost in eyes largely came from an overhauled broadcasting approach along with a focus on streaming.
“The 2024 Paris Games have delivered a uniquely powerful halo for brands at an incredible scale with a highly engaged and passionate audience,” said Mark Marshall, NBCUniversal’s chairman of global advertising and partnerships after the games concluded. “We are proud to have secured the highest Olympic and Paralympic advertising in the history of the Games, and are grateful to our advertisers for their partnership.”
The boost the Olympics enjoyed also came from strategic partnerships with unlikely brands, such as SESAME STREET, which helped draw in a new set of viewers. The Sonic partnership will likely be more of the same as the Olympics look to continue to grow their brand.
“Everything we’ve done has been started from scratch,” said Jenny Storms, chief marketing officer of entertainment and sports for NBCUniversal. “It’s been an exercise in bravery, taking something you have done for so long and starting as if you’ve never done it before.”
The next set of Olympic games takes place in February 2026 in Milan and Cortina d’Ampezzo, Italy, before the Summer games come to Los Angeles in 2028.
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