McLaren Racing announced on Thursday that they have entered into a multi-year partnership with SEGA and Sonic The Hedgehog.
As part of the new deal, SEGA becomes the official gaming partner to McLaren Racing.
The agreement reunites the two companies who were last together at the 1993 European Grand Prix where Ayrton Senna was presented with a Sonic The Hedgehog winners trophy.
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.”
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.”