26/06/2025 15:20
McLaren has announced a new multi-year partnership with iconic
video game character Sonic the Hedgehog – making SEGA its official
gaming partner. Both brands are built on speed and marks a reunion
which has been 30 years in the making. In the 1993 European Grand
Prix – known as the Sonic Grand Prix – Ayrton Senna received a
Sonic trophy on the podium. The new partnership honours the
heritage of that moment, with an eye to the future as well.
McLaren's new partnership with Sonic will go throughout the game
character's 2025 "Racing Around the World" campaign and into its
35th anniversary next year. 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." In addition, the
partnership will continue through McLaren F1's 1,000th grand prix.
As part of the new deal, SEGA will be present in McLaren's takeover
of Trafalgar Square across the 2-3 July. 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."
