Sonic the Hedgehog Partners with McLaren Racing for Global Motorsport and Gaming Campaigns

SEGA and McLaren Racing have unveiled a landmark collaboration uniting two iconic brands at the intersection of motorsport and gaming.

Celebrating a shared passion for speed, innovation, and global fan excitement, this new partnership sees the Sonic the Hedgehog franchise join forces with McLaren Racing to deliver unique activations across track and screen. This alliance builds on a legacy dating back over 30 years.

During the 1993 European Grand Prix — fondly remembered as the Sonic Grand Prix — McLaren F1 Team driver Ayrton Senna was famously presented with a Sonic the Hedgehog trophy on the winners’ podium.

Fast forward to today, SEGA and McLaren aim to honor this historic connection while looking ahead to new frontiers in their respective fields. The renewed partnership promises to blend the worlds of Formula 1 and interactive entertainment, engaging fans through creative integrations, exclusive experiences, and cross-promotional campaigns.

This initiative will play a central role in Sonic Team’s upcoming 2025 “Racing Around the World” campaign, running through to 2026.

The collaboration will coincide with two major milestones: Sonic’s 35th Anniversary and the McLaren Formula 1 Team’s 1,000th Grand Prix. Key highlights include a high-profile presence at McLaren Racing Live: London, an immersive fan event set to take place in Trafalgar Square from July 2–3.

SEGA’s activation promises to provide memorable experiences for attendees, amplifying the excitement surrounding this innovative partnership. Louise McEwen, Chief Marketing Officer for McLaren Racing, summarized the significance: “Welcoming Sonic the Hedgehog to McLaren Racing is a celebration of two leaders in speed coming together.

This partnership introduces our team to new global audiences, particularly younger fans who have grown up with Sonic’s rich history.” McEwen also emphasized the anticipation for collaborative events at the upcoming London showcase. Marcella Churchill, Vice President of SEGA/ATLUS Brand Marketing, highlighted the natural synergy between the two brands.

“Both Sonic and McLaren are driven by an enduring love for fast-paced action and competition,” she explained.

"By uniting Sonic’s legendary status in gaming with McLaren’s storied motorsport heritage, we’re inviting fans worldwide to share in this dynamic new chapter." With SEGA a leader in entertainment software and Sonic the Hedgehog among gaming’s most recognizable characters—having sold over 1.14 billion units and downloads globally as of 2024—this partnership underscores a strategic push toward bridging video game culture and the high-octane world of Formula 1. Fans can expect continued updates on Sonic and McLaren’s collaborative ventures across platforms like the Nintendo Switch, alongside in-person activations and digital content designed to resonate with both motorsport and gaming communities.

As Sonic Team prepares for 2025’s global campaign and SEGA continues to expand the franchise’s legacy, the alliance with McLaren Racing marks a milestone in transmedia entertainment and cross-industry collaboration.

SEGA Sonic the Hedgehog Sonic McLaren Racing Sonic Team Nintendo Switch Formula 1 Ayrton Senna McLaren F1 Team Marcella Churchill Louise McEwen