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.”
For further information, please contact:
- Saskia Wirth, Director, Corporate Communications, McLaren Racing
- saskia.wirth@mclaren.com / +44 (0) 7442 934 149
- Jack McLean, Communications Manager, McLaren Racing
- jack.mclean@mclaren.com / +44 (0) 7392 392 034
- Fran Campbell, Senior Communications Executive, McLaren Racing
- fran.campbell@mclaren.com / +44 (0) 7442 692 253
- Evan Bader, Director of Public Relations, SEGA of America
About McLaren Racing
McLaren Racing was founded by racing driver Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966. McLaren has since won 21 Formula 1 world championships, 196 Formula 1 Grands Prix, the Indianapolis 500 three times, and the Le Mans 24 Hours at its first attempt.
McLaren Racing competes across five racing series. The team competes in the FIA Formula 1 World Championship with McLaren F1 drivers Lando Norris and Oscar Piastri, the NTT INDYCAR SERIES with Arrow McLaren drivers Pato O’Ward, Nolan Siegel and Christian Lundgaard, the ABB FIA Formula E World Championship as the NEOM McLaren Formula E Team with drivers Sam Bird and Taylor Barnard, and F1 Academy with Driver Development programme member Ella Lloyd. The team also competes in the F1 Sim Racing Championship as McLaren Shadow.
McLaren is a champion for sustainability in the sport and a signatory to the UN Sports for Climate Action Commitment. It is committed to achieving net zero by 2040 and fostering a diverse and inclusive culture in the motorsport industry.
McLaren Racing – Official Website
About SEGA of America, Inc.
SEGA of America, Inc. is the American arm of Tokyo, Japan-based SEGA CORPORATION, a worldwide leader in interactive entertainment. Established in 1986, SEGA of America publishes innovative experiences for console, PC, mobile and other emerging platforms. SEGA is the first publisher to rank #1 three separate times (2016, 2020, and 2024) in Metacritic’s Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog, Total War™, Like a Dragon™, Football Manager™, Virtua Fighter™, and Crazy Taxi™, along with Atlus' Persona™ series and the critically acclaimed new IP, Metaphor: ReFantazio™. The company is also expanding its transmedia strategy, with numerous film and TV projects underway across multiple franchises. SEGA of America has offices in Irvine and Burbank, California. Visit www.sega.com.
ⒸSEGA. All rights reserved. SEGA is registered in the U.S. Patent and Trademark Office. SEGA, the SEGA logo, and SONIC THE HEDGEHOG are registered trademarks or trademarks of SEGA CORPORATION. All other trademarks, logos and copyrights are property of their respective owners.
Sonic the Hedgehog “Racing Around the World” Official Website