Sonic Goes for Gold with New Multi-Year Marketing Alliance with the Olympic Games

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Many people immediately think of SEGA when they hear about the Olympic Games, likely due to the company’s history of official Olympic game releases, especially the popular Mario & Sonic at the Olympic Games series.

But at Paris in 2024, the publisher stepped away from the event, leaving something of a hole.

I’m so excited! Sega just announced they’re officially partnering with the Olympics! That means Sonic and all his friends will be part of the official Olympic branding for the next few years. It’s going to be awesome seeing them involved in the games!

Currently, this agreement only includes artwork and merchandise. The official announcement doesn’t mention anything about a new video game at this time.

The first image is excellent, featuring Sonic characters in the five colors of the Olympic rings. It also includes the phrases ‘Going for Gold’ and ‘Olympic Dream’.

On the partnership, SEGA boss Shuji Utsumi said:

At SEGA, we’re dedicated to building welcoming and inclusive communities worldwide. Working with the International Olympic Committee lets us highlight these values, particularly through the Five Rings program, and celebrate the creativity and diversity that both SEGA and the Olympics represent.

The next Winter Olympics will be held in Milan and Cortina d’Ampezzo in February 2026, and it will be fascinating to see how the character Sonic the Hedgehog is used to promote the games.

This will help us understand what the 2028 Olympic Games in Los Angeles will be like.

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2025-10-07 08:06