McLaren Racing and SEGA have launched a multi-year partnership, officially welcoming Sonic the Hedgehog as McLaren’s gaming ambassador. The collaboration celebrates both brands’ shared legacy in speed and pop culture, dating back to Ayrton Senna’s 1993 Sonic trophy win. SEGA becomes McLaren’s official gaming partner, with plans to engage fans “on the grid and screen” through creative activations. The partnership will feature prominently in Sonic Team’s 2025 “Racing Around the World” campaign and McLaren Racing Live: London. It aims to connect with younger audiences while honoring a nostalgic motorsport moment.
by rrollins
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