McLaren Racing and SEGA® announce their collaboration with Sonic the Hedgehog™
McLaren Racing and SEGA® announce their collaboration with Sonic the Hedgehog™
June 26, 2025
McLaren Racing today announced a new multi-year collaboration with Sonic the Hedgehog, bringing together two world-renowned speed icons and making SEGA the Official Video Game Partner of McLaren Racing Limited.
The collaboration celebrates the shared DNA of McLaren Racing and Sonic, both leaders in the world of racing and united by a passion that excites fans worldwide. From the racetrack to the world of video games, both brands embody the desire for speed, bold design, and the will to inspire the next generation.
This partnership marks a reunion of more than thirty years. At the 1993 European Grand Prix, known as the Sonic Grand Prix, McLaren F1 Team driver Ayrton Senna received a Sonic the Hedgehog trophy on the podium. Today's announcement honors that heritage while looking firmly to the future.
Fans can expect creative integrations and experiences that merge the worlds of motorsports and gaming, engaging audiences of all ages both on the grid and on screen. The collaboration will continue throughout Sonic Team's 2025 "Racing Around the World" campaign, continuing through 2026 for Sonic's 35th anniversary and the McLaren Formula 1 team's 1,000th Grand Prix.
SEGA will also be hosting an exciting activation at McLaren Racing Live: London, taking place in Trafalgar Square on July 2 and 3.
Louise McEwen, Marketing Director for McLaren Racing, said:
"We're delighted to welcome Sonic the Hedgehog to the McLaren Racing family. This partnership unites two iconic names in racing and opens our team to a wider, younger global audience. Sonic is a character with an incredible heritage and a passionate fanbase, and we're excited to celebrate our partnership at McLaren Racing Live: London."
Marcella Churchill, Vice President of Brand Marketing at SEGA/ATLUS, said:
"The collaboration between Sonic the Hedgehog and McLaren Racing underlines 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 started and what drives us forward. By combining the iconic appeal of Sonic with McLaren, we're creating an alliance that should excite fans around the world. This partnership is about celebrating our shared values, and we can't wait to share this collaboration and future activations with fans."