McLaren Racing and SEGA announce partnership with Sonic the Hedgehog™
Today, SEGA and McLaren Racing announced a new multi-year partnership with Sonic the Hedgehog, bringing together two globally recognized icons of speed and making SEGA the official gaming partner of McLaren Racing Limited. 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.
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 July 2 – 3.
Check out full details from the press release here!