McLaren Racing today announced a new multi-year partnership with Sonic the Hedgehog, uniting two global icons of speed and establishing SEGA as an official gaming partner of McLaren Racing Limited.
This collaboration celebrates the shared DNA between McLaren Racing and Sonic – both leaders in the racing universe, united by a passion to thrill their fans on a global scale. From the racetrack to the gaming world, both brands embody the drive for speed, bold design, and the push to inspire future generations.
The partnership marks a reunion 30 years in the making. At the 1993 European Grand Prix, known as the Sonic Grand Prix, McLaren F1 team driver Ayrton Senna was presented with a Sonic the Hedgehog trophy on the podium. Today’s announcement honors that legacy while looking toward the future.
Fans can expect creative activations and experiences blending the worlds of motorsport and gaming, engaging all ages both on and off the track. The partnership will support Sonic Team’s upcoming “Racing Around the World” campaign through 2025 and continue through 2026, celebrating Sonic’s 35th anniversary and McLaren’s 1,000th Formula 1 Grand Prix.
SEGA will also conduct a special activation during McLaren Racing Live: London, a fan-focused event taking place in Trafalgar Square on July 2nd and 3rd.
