Supersonic – McLaren announce partnership with SEGA and its famous mascot

If a Formula 1 team was going to pick any computer game character to partner with, logic dictates that the speedy Sonic the Hedgehog would be the ideal candidate.

That, clearly, was also the thinking in McLaren’s commercial department as the reigning constructors’ champions announced an overarching deal with SEGA that incorporates Sonic as part of the agreement.

The ‘Blue Blur’ will become part of the Papaya Army across “creative integrations and experiences”, beginning with a SEGA activation at McLaren’s event in Trafalgar Square ahead of next weekend’s British Grand Prix.

While Sonic the Hedgehog – who burst onto games consoles in 1991 – is at the head of the multi-year partnership, McLaren also confirmed SEGA as its official gaming partner.

“We’re thrilled to welcome Sonic the Hedgehog to the McLaren Racing family,” said Louise McEwen, chief marketing officer at McLaren.

“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.”

Sonic and McLaren do have a history; Ayrton Senna having lifted a trophy featuring the famous hedgehog after his famous victory at the 1993 European Grand Prix.

Known as the SEGA European Grand Prix for sponsorship reasons, Senna stormed to victory at a damp Donington Park having passed four cars on the opening lap. The trophy, which was awarded before the official award was handed over, is now on display at McLaren’s Technology Centre.

“The collaboration between Sonic the Hedgehog and McLaren Racing underscores our shared passion for high-speed action and racing,” said Marcella Churchill, vice president, SEGA/ATLUS brand marketing.

“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.”