Sonic Speeds into the World of Formula 1 with McLaren Racing Partnership
SEGA is revving up the excitement with a massive new announcement — Sonic the Hedgehog is teaming up with the legendary McLaren Racing in a multi-year global partnership, uniting two titans of speed across the racetrack and the gaming universe.
Unveiled on June 27, 2025, the collaboration marks Sonic’s official role as a gaming partner of McLaren Racing Limited, kicking off a new era of crossover creativity and fan engagement. The news arrives just ahead of Sonic’s 35th anniversary and McLaren’s 1000th Grand Prix, aligning perfectly with two major milestones for both brands.
A Partnership 30 Years in the Making
This isn’t Sonic’s first podium moment in Formula 1. In 1993, at the European Grand Prix, McLaren F1 legend Ayrton Senna was presented with a Sonic the Hedgehog trophy, during the now-iconic “Sonic Grand Prix.” Fast-forward to today, and that legacy comes full circle with a modern twist — reimagined for a new generation of fans.
“McLaren Racing and Sonic both stand for speed, boldness, and inspiring fans globally,” said a SEGA spokesperson. “This partnership celebrates our shared DNA and looks to the future with creativity and passion.”
What Fans Can Expect: Sonic Racing Meets Real-World Speed
To celebrate the launch of the partnership, SEGA is introducing the Racing Around the World campaign — a global celebration of Sonic’s spirit of speed and adventure. This year-long campaign will kick off in style with a fan-focused Trafalgar Square takeover at McLaren Racing Live: London on July 2–3, 2025.
Fans can also look forward to collaborative content that merges motorsport excitement with gaming thrills, including themed activations and in-game experiences tied to the Sonic universe and McLaren Racing’s sleek style.
Get Ready for Sonic Racing: CrossWorlds
The partnership launch perfectly complements the upcoming release of Sonic Racing: CrossWorlds, the next evolution in Sonic’s racing saga. Launching on September 25, 2025, this high-octane title will be available on PlayStation 5, PlayStation 4, Xbox Series X|S, Xbox One, Nintendo Switch™ and PC (Steam and Epic Games Store), with cross-play multiplayer and local modes for up to 8 players.
🚗 Race with friends, challenge the world, and experience Sonic like never before in CrossWorlds!
Website: https://asia.sega.com/SonicRacingCrossWorlds/en/
About McLaren Racing
Founded in 1963 by Bruce McLaren, McLaren Racing is one of the most storied names in motorsports, with victories spanning 21 Formula 1 World Championships, 196 Grand Prix wins, and legendary achievements in the Indy 500 and Le Mans 24 Hours. McLaren competes in F1, INDYCAR, Formula E, F1 Academy, and Sim Racing, with drivers like Lando Norris, Oscar Piastri, and Pato O’Ward leading the charge.
A leader in sustainability and inclusion, McLaren is also a signatory of the UN Sports for Climate Action Commitment, pushing to achieve net-zero emissions by 2040.
About Sonic the Hedgehog
Sonic first dashed onto screens in 1991 and has since become a pop culture icon, with over 1.77 billion sales and downloads worldwide. With decades of games, movies, and animated series under his belt, Sonic remains SEGA’s most beloved mascot — always running toward the next great adventure.
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Sonic the Hedgehog partners with McLaren Racing in a multi-year global collaboration, kicking off fan events and in-game content ahead of Sonic Racing: CrossWorlds.
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