Sonic the Hedgehog Partners with McLaren Racing!

SEGA is thrilled to announce that Sonic the Hedgehog has formed a multi-year partnership with world-renowned British motorsports team McLaren Racing. Through this partnership, Sonic will serve as an official gaming partner of McLaren Racing Limited.
The collaboration celebrates the shared DNA of McLaren Racing and Sonic—each leaders in the racing world and united by a passion to excite their fans on a global scale. From the racetrack to the gaming world, both brands represent a desire for speed, bold design and a drive to inspire the next generation.

The partnership marks a reunion more than thirty years in the making. At the 1993 European Grand Prix, known as the Sonic Grand Prix, McLaren F1 Team driver Ayrton Senna was awarded a Sonic the Hedgehog trophy on the podium. Today’s announcement honours that heritage, while firmly looking to the future.
Fans can expect creative experiences that fuse the worlds of motorsport and gaming, and engage audiences of all ages both on the grid and screen. Beginning with the Racing Around the World fan campaign in 2025, festivities will continue well beyond Sonic's 35th anniversary in 2026 and McLaren's 1000th Grands Prix.
SEGA will also be hosting an exciting event at McLaren Racing Live: London, a fan-focused Trafalgar Square takeover on July 2–3, 2025.

Racing Around the World, the 2025 Sonic fan campaign, puts Sonic's speed and adventurous spirit at the forefront of a variety of events and experiences to inspire fans to use their passion as fuel and put the pedal to the metal. Sonic Racing: CrossWorlds, the latest entry in the beloved series of SEGA racers, is also coming later this year.

More exciting content is on the way, so stay tuned for updates!