Sega and McLaren Team Up in Multi-Year Deal Featuring Sonic the Hedgehog

Image: Sega x McLaren

Sega has officially teamed up with McLaren Racing in a multi-year partnership, with Sonic the Hedgehog at the center of the collaboration.

According to a press release, the partnership is designed to “fuse the worlds of motorsport and gaming and engage audiences of all ages both on the grid and screen.”

While all the details haven’t been rolled out just yet, the partnership is part of Sonic Team’s 2025 “Racing Around The World” campaign. And yes, the campaign is set to continue through 2026, which is shaping up to be a big year—Sonic turns 35, and McLaren gears up for its 1,000th Formula 1 Grand Prix.

This actually isn’t the first time Sega and McLaren have linked up. The two brands previously teamed up way back in 1993 for the European Grand Prix at Donington Park, famously called the Sonic Grand Prix. McLaren legend Ayrton Senna took first place and was even awarded a Sonic-themed trophy.

Ayrton Senna won 1993 for the European Grand Prix at Donington Park

Fans won’t have to wait too long to see this collab kick off. It’ll be officially celebrated at McLaren Racing Live: London, a public event taking place in Trafalgar Square from July 2nd to 3rd. Expect Sonic branding, fun fan activities, and maybe even a sneak peek at some of the new content.

The partnership also ties directly into Sega’s upcoming game, Sonic Racing: CrossWorlds, one of its flagship titles for 2025. The game is packed with fresh features like mid-race portals and an exciting lineup of crossover racers—including Hatsune Miku, Persona’s Joker, and even Minecraft’s Steve.

This move doesn’t just give CrossWorlds a boost—it also reflects Sonic’s growing global presence. Over the last decade, Sonic has seen a major comeback, thanks to hit games and movies that helped him reach far beyond just the gaming crowd.

Interestingly, this isn’t Sega’s first dance with F1 in recent times. Just last year, Sega’s publishing label Atlus sponsored the Haas F1 Team to promote Metaphor: ReFantazio, in a cheeky nod to driver Nico Hülkenberg’s dual roles in racing and promotional campaigns.