SEGA® Teams up with the International Olympic Committee on a New Multi-Year Licensing Agreement Celebrating the Olympic Brand and Sonic the Hedgehog™ [Yahoo! Finance]
SEGA SAMMY HLDGS S/ADR (SGAMY)
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Source: Yahoo! Finance
TOKYO, October 06, 2025 BUSINESS WIRE )--Today, SEGA CORPORATION and the International Olympic Committee (IOC), the guardian of the Olympic Games and the leader of the Olympic Movement, announced a new multi-year agreement celebrating the legacies of Sonic the Hedgehog and the Olympic brand. The first look at the upcoming "Five Rings" collaboration is available now, featuring the Olympic rings with a supersonic Sonic the Hedgehog spin. This sneak peek into the custom art highlights the connection with Sonic and the core Olympic values, including excellence, respect and friendship. SEGA & IOC are seeking key partners for a full merchandise collection to launch in 2026. "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 progra
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