McLaren Racing, a British Formula 1 team, has announced a new multi-year partnership with Sonic the Hedgehog, a video game series.
The partnership sees two internationally recognised symbols of speed coming together and making SEGA the official gaming partner of McLaren Racing.
The association honours the shared DNA of McLaren Racing and Sonic, both racing industry leaders linked by a desire to thrill their fans on a worldwide scale. From the racecourse to the gaming industry, both companies embody a passion for speed, strong design, and a desire to inspire the next generation.
The collaboration symbolises a reunion that has been in the works for more than three decades. At the 1993 European Grand Prix, also known as the Sonic Grand Prix, McLaren F1 Team driver Ayrton Senna received a Sonic the Hedgehog trophy on the podium.
Fans can expect innovative integrations and experiences that combine the worlds of motorsports and gaming, engaging audiences of all ages both on the grid and on screen. The collaboration will last through Sonic Team’s 2025 “Racing Around the World” campaign and into 2026, when Sonic celebrates its 35th anniversary and the McLaren Formula 1 Team competes in its 1,000th Grand Prix.
SEGA will also have an interesting activation at McLaren Racing Live: London, a fan-focused Trafalgar Square takeover from July 2-3.
Louise McEwen, Chief Marketing Officer, McLaren Racing, said, “We’re thrilled to welcome Sonic the Hedgehog to the McLaren Racing family. This partnership brings together two iconic names in speed, and opens up our team to a wider, younger global audience. Sonic is a character with incredible heritage and a passionate fanbase, and we are very excited to celebrate our partnership at McLaren Racing Live: London.”
Marcella Churchill, Vice President, SEGA/ATLUS Brand Marketing, said, “The collaboration between Sonic the Hedgehog and McLaren Racing underscores our shared passion for high-speed action and racing. Racing is in the DNA of both the Sonic and McLaren brands. It’s where we began and what drives us forward. By combining Sonic’s iconic appeal with McLaren, we’re creating a partnership that should excite fans everywhere. This partnership is about celebrating our shared values, and we can’t wait to share this collaboration and the future activations to come with fans.”
