When it comes to going fast, perhaps no one in the gaming world knows better than Sonic the Hedgehog and the folks are SEGA. Leveraging that unique set of skills, a new partnership has been forged with McLaren Racing, which will see the two teams speeding ahead together for several years.
Through this partnership, the iconic character will serve as an official gaming partner of the racing brand, and it feels like a match made in heaven. Fans can expect creative experiences that fuse the worlds of motorsport and gaming, engaging audiences of all ages both on and off the grid.
“The collaboration between Sonic the Hedgehog and McLaren Racing underscores our shared passion for high-speed action and racing.” said SEGA/Atlus brand marketing vice president Marcella Churchill.
“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.”
The Sonic x McLaren Racing Partnership
This will all kick off with the Racing Around the World fan campaign in 2025, where festivities will continue well beyond the blue blur’s 35th anniversary in 2026 and McLaren’s 1000th Grand Prix. SEGA will also host an exciting event at McLaren Racing Live: London, a fan-focused takeover in Trafalgar Square on July 2 to 3 later in the year.
Racing Around the World, the 2025 fan campaign, puts speed and adventurous spirit at the forefront of various events and experiences, inspiring fans to harness their passion as fuel and put the pedal to the metal. Sonic Racing: CrossWorlds, the latest entry in the beloved series of SEGA racers, is also coming later this year.
This unique partnership marks a reunion that has been more than thirty years in the making. 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. This latest announcement honours that heritage, while firmly looking to the future.
