Sonic Racing: CrossWorlds Powers New SEGA Campaign ‘Racing Around the World’

SEGA and Sonic Team have officially unveiled their latest global brand initiative, ‘Racing Around the World,’ centered around the highly-anticipated video game Sonic Racing: CrossWorlds.

This ambitious campaign elevates Sonic’s iconic traits—speed and attitude—while uniting the worldwide Sonic community with new opportunities to celebrate the blue blur’s enduring influence.

Following last year’s successful ‘Fearless: Year of Shadow’ campaign, which spotlighted Shadow the Hedgehog and his role in Sonic X Shadow Generations and Sonic the Hedgehog 3 (the film), this year’s programming aims to bring Sonic’s thrilling racing spirit to the forefront across games, events, and exclusive content. Key to the launch of ‘Racing Around the World’ is an exciting partnership with Red Bull and world-renowned stunt driver Brandon Semenuk.

With numerous accolades, including three American Rally Association National Championships and five Red Bull Rampage titles, Semenuk brings real-world racing expertise to the campaign.

Together, SEGA, Sonic Team, and Red Bull have produced a high-octane stunt film designed to capture the energy of Sonic Racing: CrossWorlds and build anticipation ahead of the game’s release. The new trailer, which marks the latest installment in Red Bull’s celebrated series of high-performance racing features, is packed with Easter eggs and nods to Sonic Racing: CrossWorlds, rewarding eagle-eyed fans.

Brandon Semenuk reflected on his involvement, stating, “My journey into racing began years ago with Sonic the Hedgehog and fast-paced video games—pixelated races were my first taste of speed.

Partnering with SEGA on this project brought everything full circle, inspiring a new generation to discover their passion for racing.” Meanwhile, Marcella Churchill, Vice President of SEGA/ATLUS Brand Marketing, underscored the campaign’s focus: “Racing Around the World captures everything Sonic represents—speed, a bold attitude, and the drive to surpass limits.

Our collaboration with Red Bull delivers an action-packed racing film that brings Sonic’s universe to life for fans everywhere.

We want this campaign to unite the community and provide an all-new Sonic Racing experience.” Beyond multimedia content, the ‘Racing Around the World’ campaign will feature a range of new brand partnerships, upcoming mobile game events, and exclusive merchandise, extending the celebration across both digital and physical platforms.

Fans can stay updated with the latest news, releases, and events via the official Racing Around the World website.

Sonic Racing: CrossWorlds, developed by Sonic Team and published by SEGA, will launch on platforms including Nintendo Switch.

With a proven track record of fan engagement and commercial success, SEGA aims to capture the spirit of Sonic once again, leveraging strategic collaborations to build excitement leading up to the new game’s debut.

Sonic Team SEGA Sonic Racing: CrossWorlds Sonic Nintendo Switch Red Bull Brandon Semenuk Marcella Churchill Sonic the Hedgehog