Sega and the International Olympic Committee have been shouting loud about their new multi-year collaboration, and it's got us thinking about one thing - the return of the Mario & Sonic at the Olympics series.
Sonic is the fastest creature on the planet, so it makes sense to have him and his pals teaming with the IOC to champion the brand, promoting togetherness and camaraderie within the sporting world. That and the fact that they're all obsessed with collecting rings, and that's exactly what the Olympic logo is made up of.
The new collab titled 'Five Rings' is expected to have merch launching in 2026, and with the absence of a Mario and Sonic at the Olympics game for Paris 2024, I'm wondering if they are going to revisit the brand or just go 'full Sonic' with a new game for the upcoming Olympic games events.
The absence of a game for Paris 2024 is due to the fact that the IOC ditched Sega and Nintendo to pursue their own esports and NFT venture, a venture that seems to have died on its backside. They made a mobile app that no one cared about, and here we all are still wishing for more Olympic Games titles.
I do agree that the series needed a little bit of a mix-up; declining sales must have been a worry, but when you've got the might of two of the biggest games companies in the world behind you, it seems wild to tell them to 'sling their hook' and go it alone. I would imagine that Nintendo would be reluctant to put their hat back in the ring with the IOC now, but this 'new' team up with Sega and adding Sonic back into the mix is definitely an interesting prospect.
Shuji Utsumi, president and COO, Representative director of Sega, has said that “We’re committed to fostering respectful and inclusive communities across the globe at Sega. Partnering with the IOC allows us to bring those values to the forefront, especially with the Five Rings programme, and celebrate the innovative and diverse spirit both of these brands promote.”
Speaking on behalf of the International Olympic Committee, Deputy Managing Director Elisabeth Allaman, has said that “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. By combining the universally recognised 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.”
It almost feels like a hard reset with the hope that people will forget that it was only a few years ago that Sonic was linked to the Olympic brand. Still, this seems to be a bigger collaboration than just having some games linked to the event, and Sonic is certainly the video game character of the moment thanks to three epic films. I guess all we can do is watch this space and see what 2026 brings... and considering it's only a few months away, I guess we won't have to wait long.
I wonder what we'll get first: the Analogue 3D, or Sonic Olympics merch. My money is on the second one...
