McLaren presses play on F1 deal with Sega

McLaren Racing has announced a multi-year partnership with Japanese video game company Sega. 

Confirmed:

• Sega becomes the official gaming partner of the Woking-based Formula One team
• Partnership will spotlight Sega’s iconic character Sonic the Hedgehog
• Activations will focus on Sonic Team’s ‘Racing Around The World’ campaign in 2025
• In 2026, the two sides will promote Sonic’s 35th anniversary and McLaren’s 1,000th Grand Prix

Context:

As the line between Formula One and entertainment becomes increasingly blurred, it’s no surprise to see more  companies from the sector seize this opportunity of an advertising platform. Not only does the marketing brief of a character famed for speed linking up with a Formula One team write itself, but it also marks a reunion. The 1993 European Grand Prix was known as the Sonic Grand Prix for sponsorship reasons and McLaren’s Ayrton Senna was awarded a Sonic the Hedgehog trophy on the podium.

In addition, McLaren Racing’s Lando Norris has a big presence in the gaming community, especially through his lifestyle and entertainment brand Quadrant. This could present additional promotional opportunities for Sega if it chose to explore another marketing avenue.

Comment:

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

“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 of brand marketing at Sega, added: “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.”

Coming next:

Sega will celebrate the launch of this partnership at McLaren Racing’s fan-focused event at Trafalgar Square in the build-up to the British Grand Prix. ‘McLaren Racing Live: London’ takes place from 2nd to 3rd July.

Go deeper:

• Spotlighting the most impactful F1 marketing campaigns from the last five years
• Breaking down F1’s 2025 sponsorship portfolio