McLaren Racing and SEGA® announce partnership with Sonic the Hedgehog™

McLaren Racing has announced a new multi-year partnership with Sonic the Hedgehog, designating SEGA as the official gaming partner of McLaren Racing Limited.

This collaboration brings together two globally recognised brands associated with speed, aiming to leverage their shared identity to connect with a broader and younger demographic.

The partnership is rooted in a historical connection dating back to the 1993 European Grand Prix, known as the “Sonic Grand Prix,” where McLaren F1 Team driver Ayrton Senna was famously awarded a Sonic the Hedgehog trophy.

Commenting on the partnership, chief marketing officer at McLaren Racing, Louise McEwen, 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,” McEwan said. 

Echoing the shared brand values, vice president, SEGA/ATLUS Brand Marketing, Marcella Churchill, added: “The collaboration between Sonic the Hedgehog and McLaren Racing underscores our shared passion for high-speed action and racing.”

This historical nod serves as a foundation for a forward-looking strategy focused on integrating motorsport and gaming experiences.

Fans can anticipate various creative activations designed to fuse these two worlds, engaging audiences across both on-track events and digital platforms.

The partnership is set to coincide with Sonic Team’s 2025 “Racing Around the World” campaign and extend into 2026 for Sonic’s 35th Anniversary, as well as the McLaren Formula 1 Team’s 1,000th Grand Prix milestone.

A key upcoming activation will see SEGA hosting an event at McLaren Racing Live: London, a fan-focused takeover of Trafalgar Square scheduled for 2-3 July.

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