McLaren Racing and SEGA, featuring Sonic the Hedgehog as the face of the collaboration. Having announced today (26th of June), a collaboration which runs through 2026 aligning with Sonic’s 35th anniversary and McLaren’s 1,000th Grand Prix. This multi-year partnership makes SEGA the official gaming partner of McLaren Racing with creative activations blending motorsport and gaming.
The partnership will be visible globally with key activations like McLaren Racing Live: London in Trafalgar Square on the 2nd and 3rd of July.
Louise McEwan, Chief Marketing Officer McLaren Racing, said: “This partnership brings together two iconic names in speed and opens up our team to a wider, younger global audience.”
Celebrating shared values of speed, innovation and fan engagement as well as connecting with younger global audiences through gaming with the addition of motorsport.
From the racetrack to the gaming world, both entities represent a desire for speed, bold design and a drive to inspire the next generation.
Marcella Churchill, Vice President SEGA/ATLUS Brand Marketing, said: “Racing is in the DNA of both the Sonic and McLaren brands. It’s where we began and what drives us forward.”
At the 1993 European Grand Prix, known as the Sonic Grand Prix, McLaren F1 Team driver Ayrton Senna was awarded a Sonic the Hedgehog trophy on the podium.
Fan can expect creative integrations and experiences that fuse the worlds of motorsport with the addition of gaming.
McEwen, said: “We are very excited to celebrate our partnership at McLaren Racing Live: London.”
Churchill, said: “By combining Sonic’s iconic appeal with McLaren, we’re creating a partnership that should excite fans everywhere.”
Engaging audiences of all ages both on the grid and screen, continuing throughout Sonic Team’s 2025 “Racing Around the World” campaign into 2026.
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