Sonic and British F1 team McLaren Racing enter multi-year partnership
Sonic has officially joined forces with British motorsport team McLaren Racing with a multi-year partnership ahead of the franchise’s 35th anniversary next year.
The details:
Louise McEwen, chief marketing officer of McLaren Racing, stated in a new press release that the partnership "brings together two iconic names in speed, and opens up our team to a wider, younger global audience." The collaboration comes at an ideal time for both parties, as Sega prepares to celebrate the Hedgehog's 35th anniversary with the Racing Around the World campaign next year, and McLaren will compete in its 1,000th Grand Prix.
McLaren and Sega have crossed paths before. Back in 1993, the Japanese publisher sponsored the European Grand Prix, which was dubbed the Sonic Grand Prix and featured a Sonic trophy. Sega sponsored Williams Racing, but both of its drivers, Alain Prost and Damon Hill, were unexpectedly defeated by McLaren's Ayrton Senna. In a post to X, the team shared a new image of the now-classic trophy.
Sonic's next racing title, CrossWorlds, will be released on September 25, 2025, and will feature Sonic racing alongside a cast of other franchise characters and special guests. During Summer Game Fest, it was revealed that fan favorite Vocaloid Hatsune Miku would be joining the roster, along with Like a Dragon's Ichiban Kasuga, Persona 5's Joker, and Minecraft's Alex, Steve, and a Creeper.
