Two brands known for going fast, McLaren Racing and SEGA, announced a new multi-year partnership with Sonic the Hedgehog, making SEGA their official gaming partner.
Two icons known for going fast, Sonic the Hedgehog and McLaren Racing, have made it official today. SEGA has announced a multi-year partnership with the racing brand, making SEGA the gaming partner of the supercar racing brand. The partnership brings both brands’ desires of speed, bold design and a drive to inspire the next generation on a global scale. This isn’t the first time McLaren and Sonic the Hedgehog have met. Back at the 1993 European Grand Prix — known then as the Sonic Grand Prix — the McLaren F1 Team driver, Ayrton Senna, was awarded a Sonic the Hedgehog trophy on the podium. Today’s partnership is history in the making.
Chief Marketing Officer of McLaren Racing, Louise McEwen, 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,” talking about the upcoming McLaren Racing Live: London event, a fan-focused Trafalgar Square takeover landing on July 2 and going until July 3.
Vice President of SEGA/ATLUS Brand Marketing, Marcella Churchill, 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.”
Interestingly enough, the partnership announcement comes when the next Sonic the Hedgehog racing title, Sonic Racing: CrossWorlds, is taking the internet by storm by including other SEGA-licensed characters on the roster. While Hatsune Miku may be gearing up a vehicle to race in Crossworlds, there has been no announcement of McLaren supercars making their way onto gaming tracks. Mario Kart 8 Deluxe did include Mercedes-Benz vehicle DLC, allowing fans to ride along the Rainbow Road in luxury, but there’s no confirmation this will happen in Crossworlds.
Fans can check out all of the information surrounding the upcoming McLaren Racing Live: London event on the official website.
