McLaren Racing and SEGA reveal partnership with Sonic the Hedgehog
One speedy video game icon will be joining forces with the McLaren Racing family.
Announced today, McLaren Racing and SEGA have announced a partnership allowing Sonic The Hedgehog to be part of numerous activations. The first major activation will take place during McLaren Racing Live: London, which is a fan-focused Trafalgar Square take-over on July 2 and July 3. The partnership will continue through Sonic Team’s 2025 “Racing Around the World” campaign into 2026 for Sonic’s 35th Anniversary and the McLaren Formula 1 Team’s 1,000th Grand Prix.
This partnership is a reunion over 30 years in the making. The 1993 European Grand Prix was known as the Sonic Grand Prix after Sega earned the naming rights. McLaren F1 Team driver Ayrton Senna was given a Sonic The Hedgehog trophy after winning the race.
Louise McEwen, Chief Marketing Officer, McLaren Racing, said this about the new partnership:
“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, also 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.”
Since 2009, MP3s and NPCs owner Terrance Pryor has written about music, conventions, cosplay, and video games for publications such as AXS, Examiner, Fake Walls, and Ranker. Based out of Los Angeles, the former rock concert promoter/radio host can be seen talking about rock music on AXS TV’s Music’s Greatest Mysteries and discussing music and whatever else on their Black Man Talks Rock channel on YouTube.