McLaren and SEGA team up with Sonic the Hedgehog

McLaren Racing have announced a multi-year partnership with SEGA and its media franchise Sonic the Hedgehog.

The deal sees McLaren team up once again with Sonic, a little over three decades after the Sonic Grand Prix in 1993, which was won by McLaren’s Ayrton Senna.

The new agreement will see the two parties work together on various fan engagement activities to bring together the worlds of motor racing and gaming. SEGA is currently the Official Gaming Partner of McLaren Racing.

Louise McEwen, Chief Marketing Officer, McLaren Racing, commented:

“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, added:

“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.“