McLaren Racing heats up in the gaming world - with Sonic the Hedgehog as a new partner

McLaren Racing has announced a multi-year partnership with Sonic the Hedgehog. This marks the coming together of two icons of runaway speed. SEGA's iconic hedgehog is now an official gaming partner of McLaren Racing Limited, to coincide with the upcoming launch of Sonic Racing: CrossWorlds.

What may seem unusual at first glance fits perfectly on closer inspection: both McLaren and Sonic stand for pure high-speed adrenaline - whether on the real race track or in the virtual level loop. The collaboration not only brings together two iconic brands, but also celebrates their shared mission: to thrill fans around the world with fast-paced action and inspire the next generation of racing and gaming fans. Next stop: Sonic Racing CrossWorlds, which will be rolled out of the developer's workshop by SEGA on September 25. An interesting pit stop in the world of games for McLaren.

Louise McEwen, Chief Marketing Officer at McLaren Racing, on the partnership with SEGA:

“We’re thrilled to welcome Sonic the Hedgehog to the McLaren Racing family. This partnership brings together two iconic names in speed, and opens up our team to a wider, younger global audience. Sonic is a character with incredible heritage and a passionate fanbase, and we are very excited to celebrate our partnership at McLaren Racing Live: London.”

Marcella Churchill, Vice President Brand Marketing at SEGA/ATLUS, adds:

“The collaboration between Sonic the Hedgehog and McLaren Racing underscores our shared passion for high-speed action and racing. Racing is in the DNA of both the Sonic and McLaren brands. It’s where we began and what drives us forward. By combining Sonic’s iconic appeal with McLaren, we’re creating a partnership that should excite fans everywhere. This partnership is about celebrating our shared values, and we can’t wait to share this collaboration and the future activations to come with fans.”

Source: https://www.mclaren.com/racing/partners/sega/mclaren-announce-partnership-with-sonic-the-hedgehog