SEGA and McLaren Racing have announced a multi-year partnership that makes Sonic the Hedgehog the official gaming partner of McLaren Racing Limited, blending the thrill of high-speed motorsport with one of gaming’s most iconic speedsters. This collaboration brings Sonic to the Formula 1 stage in a celebration of shared values and racing heritage.
The announcement marks a nostalgic reunion over thirty years in the making. At the 1993 European Grand Prix, famously dubbed the “Sonic Grand Prix,” McLaren driver Ayrton Senna received a Sonic trophy on the podium. Now, the blue blur is back in the world of F1 — this time as a full-fledged partner.
The partnership promises immersive fan experiences and creative crossovers, both on the grid and across screens worldwide. These efforts will run throughout Sonic Team’s 2025 Racing Around the World campaign and continue into 2026, aligning with both Sonic’s 35th Anniversary and McLaren’s milestone 1,000th Grand Prix.
Fans attending McLaren Racing Live: London — a major event taking over Trafalgar Square on July 2 and 3 — can look forward to a special SEGA activation celebrating this new collaboration.
McLaren Racing’s Chief Marketing Officer Louise McEwen expressed excitement over the alliance:
“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 of Brand Marketing at SEGA/ATLUS, echoed that sentiment:
“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.”
With Sonic taking the wheel in real-world racing events, fans can expect more surprises and themed experiences as the campaign accelerates toward 2026.
Stay tuned to Sonic City for more Sonic x McLaren updates and Racing Around the World coverage.
I’m going to enjoy this collaboration even with Sonic Racing: CrossWorlds launching in under 3 months.😁