The collaboration celebrates the shared DNA of McLaren Racing and Sonic - each leaders in the racing world and united by a passion exciting their fans on a global scale. From the racetrack to the gaming world, both brands represent a desire for speed, bold design and a drive to inspire the next generation.
The partnership marks a reunion 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. Today’s announcement honours that heritage, while firmly looking to the future.
Fans can expect creative integrations and experiences that fuse the worlds of motorsport and gaming and engage audiences of all ages both on the grid and screen. The partnership will continue throughout Sonic Team’s 2025 “Racing Around the World” campaign into 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, a fan-focused Trafalgar Square take-over on 2-3 July.
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.”
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.”