Sonic The Hedgehog Partners With McLaren Racing!
(Press Release)
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 beyondSonic'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!
About McLaren Racing
McLaren Racing was founded by racing driver Bruce McLaren in 1963. The team entered its first Formula 1 race in 1966. McLaren has since won 21 Formula 1 world championships, 196 Formula 1 Grands Prix, the Indianapolis 500 three times, and the Le Mans 24 Hours at its first attempt.
McLaren Racing competes across five racing series. The team competes in the FIA Formula 1 World Championship with McLaren F1 drivers Lando Norris and Oscar Piastri, the NTT INDYCAR SERIES with Arrow McLaren drivers Pato O’Ward, Nolan Siegel and Christian Lundgaard, the ABB FIA Formula E World Championship as the NEOM McLaren Formula E Team with drivers Sam Bird and Taylor Barnard, and F1 Academy with Driver Development programme member Ella Lloyd. The team also competes in the F1 Sim Racing Championship as McLaren Shadow.
McLaren is a champion for sustainability in the sport and a signatory to the UN Sports for Climate Action Commitment. It is committed to achieving net zero by 2040 and fostering a diverse and inclusive culture in the motorsport industry.
About the Sonic the Hedgehog series
SEGA's favorite blue mascot, Sonic the Hedgehog, first appeared in the 1991 classic video game Sonic the Hedgehog, which has since spawned several sequels and spinoffs across various platforms. Altogether, the franchise has surpassed 1.77 billion units in sales and free-to-play downloads. Soniccontinues to race across stages with his signature speed.
About the Sonic Racing: CrossWorlds
Sonic Racing: CrossWorlds is a brand-new title crafted by an elite crew of SEGA racing game developers. Players can join Sonic and his friends for some high-octane, unpredictable racing fun packed with surprises! Enjoy online multiplayer (cross-play) across different supported platforms and compete against players from around the world!