The collaboration celebrates the shared DNA of McLaren Racing and Sonic – every leaders within the racing world and united by a ardour thrilling their followers on a world scale. From the racetrack to the gaming world, each manufacturers signify a need for pace, daring design and a drive to encourage the subsequent era.
The partnership marks a reunion greater than thirty years within the making. On the 1993 European Grand Prix, often known as the Sonic Grand Prix, McLaren F1 Group driver Ayrton Senna was awarded a Sonic the Hedgehog trophy on the rostrum. Right now’s announcement honours that heritage, whereas firmly trying to the longer term.
Followers can count on artistic integrations and experiences that fuse the worlds of motorsport and gaming and interact audiences of all ages each on the grid and display. The partnership will proceed all through Sonic Group’s 2025 “Racing Across the World” marketing campaign into 2026 for Sonic’s thirty fifth Anniversary and the McLaren System 1 Group’s 1,000th Grand Prix.
SEGA will even be internet hosting an thrilling activation at McLaren Racing Reside: London, a fan-focused Trafalgar Sq. take-over on 2-3 July.
Louise McEwen, Chief Advertising Officer, McLaren Racing, mentioned:
“We’re thrilled to welcome Sonic the Hedgehog to the McLaren Racing household. This partnership brings collectively two iconic names in pace, and opens up our staff to a wider, youthful world viewers. Sonic is a personality with unimaginable heritage and a passionate fanbase, and we’re very excited to rejoice our partnership at McLaren Racing Reside: London.”
Marcella Churchill, Vice President, SEGA/ATLUS Model Advertising, mentioned:
“The collaboration between Sonic the Hedgehog and McLaren Racing underscores our shared ardour for high-speed motion and racing. Racing is within the DNA of each the Sonic and McLaren manufacturers. It’s the place we started and what drives us ahead. By combining Sonic’s iconic enchantment with McLaren, we’re making a partnership that ought to excite followers in every single place. This partnership is about celebrating our shared values, and we will’t wait to share this collaboration and the longer term activations to come back with followers.”
Supply: SEGA
