Following the announcement of the collaboration, the IOC and SEGA will now explore opportunities to license the new designs for select merchandise collaborations, and will seek key partners for a full collection to launch in 2026.
The agreement forms part of the IOC’s Global Licensing Strategy, launched under Olympic Agenda 2020+5, which aims to connect fans with the Olympic brand throughout the year through official licensed products. Alongside the Olympic Collection, the Olympic Heritage Collection and the Games-specific Collections, the new collaboration with SEGA offers fans a tangible link to the Olympic Movement and its values.
Headquartered in Tokyo, Japan, SEGA CORPORATION is a global leader in interactive entertainment. The company develops, publishes and distributes games for consoles, PCs and mobile devices, and also licenses its characters and content across a wide range of products and media.
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