McLaren announce partnership with iconic video game character

McLaren has announced a new multi-year partnership with iconic video game character Sonic the Hedgehog – making SEGA its official gaming partner. 

Both brands are built on speed and marks a reunion which has been 30 years in the making. In the 1993 European Grand Prix – known as the Sonic Grand Prix – Ayrton Senna received a Sonic trophy on the podium.

The new partnership honours the heritage of that moment, with an eye to the future as well. McLaren's new partnership with Sonic will go throughout the game character's 2025 "Racing Around the World" campaign and into its 35th anniversary next year.

Louise McEwen, Chief Marketing Officer, McLaren Racing, said: "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."

In addition, the partnership will continue through McLaren F1's 1,000th grand prix. As part of the new deal, SEGA will be present in McLaren's takeover of Trafalgar Square across the 2-3 July.

Marcella Churchill, Vice President, SEGA/ATLUS Brand Marketing, said: "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."