McLaren Racing has partnered with SEGA, featuring Sonic the Hedgehog in a multi-year collaboration aimed at creative integrations and experiences, introducing Sonic to the Papaya Army.
The partnership marks a significant expansion of McLaren Racing’s brand reach, targeting a wider, younger global audience through Sonic’s iconic heritage and passionate fanbase.
A historical connection exists between Sonic and McLaren, with Ayrton Senna famously holding a Sonic the Hedgehog trophy aloft on the podium after his 1993 European Grand Prix victory.
Both brands emphasize their shared values of high-speed action and racing, harnessing their mutual racing DNA to excite fans through future collaborations and activations.
The collaboration reflects the synergies between Sonic’s iconic appeal and McLaren’s racing prowess, uniting two legendary names in speed for an engaging partnership in the world of motorsports.
