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A famous video game character is set to return to the Formula 1 paddock after over 30 years away!
McLaren has announced a new multi-year partnership with Sonic the Hedgehog, making SEGA its official gaming partner. Both brands are known for their speed and have a shared history dating back 30 years to the Sonic Grand Prix in 1993, where Ayrton Senna received a Sonic trophy. The new partnership will honor this heritage while looking toward the future, extending through Sonic’s “Racing Around the World” campaign and his 35th anniversary next year. McLaren’s Chief Marketing Officer, Louise McEwen, expressed excitement about welcoming Sonic to the team and reaching a broader, younger audience globally. The collaboration will also include McLaren F1’s 1,000th grand prix and a presence at Trafalgar Square during McLaren’s takeover on July 2-3. Marcella Churchill, Vice President of SEGA/ATLUS Brand Marketing, highlighted the shared values and passion for high-speed action and racing between Sonic and McLaren, promising exciting activations for fans in the future.
