In a move that unites the vehicular and hedgehog brands of speed, McLaren Racing has announced a new multi-year partnership with SEGA, appointing Sonic the Hedgehog as its official gaming partner. The collaboration seeks to blend the fast-paced worlds of motorsport and gaming, celebrating their shared legacy and introducing new experiences for fans across the globe.
The partnership marks a reunion of sorts. Back in 1993, during the European Grand Prix (dubbed the “Sonic Grand Prix”), McLaren F1 icon Ayrton Senna was awarded a Sonic the Hedgehog trophy on the podium. More than thirty years later, the blue blur is once again joining forces with McLaren, this time as part of a broader initiative.
So what can gamers gain from this collaboration? Fans can expect themed activations and cross-brand content through SEGA’s upcoming Sonic Team “Racing Around the World” campaign, running into 2026. The timing will coincide with some major milestones, including Sonic’s 35th anniversary and McLaren’s 1,000th Grand Prix.
The first major public activation will take place at McLaren Racing Live: London, a fan-centric event in Trafalgar Square on 2–3 July, where SEGA is planning an interactive experience for attendees.
Commenting on this collaboration, Louise McEwen, Chief Marketing Officer of McLaren Racing shared:
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.
Meanwhile Marcella Churchill, Vice President of Brand Marketing at SEGA and ATLUS added:
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.
