McLaren and SEGA Announce Multi-Year Partnership Featuring Sonic the Hedgehog
On June 2023, McLaren Racing and SEGA officially announced a multi-year partnership, bringing the iconic video game character Sonic the Hedgehog into the world of Formula 1. The collaboration aims to combine McLaren’s cutting-edge motorsport technology with SEGA’s rich gaming heritage, enhancing fan engagement across both industries.
According to the official statement from McLaren Racing, Sonic will appear on McLaren’s Formula 1 cars, team apparel, and digital platforms starting from the 2023 F1 season. The partnership will also include joint marketing campaigns, esports initiatives, and exclusive content for fans worldwide.
This historic alliance marks SEGA’s first official involvement in Formula 1 and represents McLaren’s continued effort to innovate fan experiences by integrating popular culture and gaming. Both parties emphasized their shared values of speed, precision, and entertainment as the foundation of this collaboration.
(Source: McLaren Racing official announcement)
