{"id":216550,"date":"2025-06-26T18:31:12","date_gmt":"2025-06-26T18:31:12","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/216550\/"},"modified":"2025-06-26T18:31:12","modified_gmt":"2025-06-26T18:31:12","slug":"supersonic-mclaren-announce-partnership-with-sega-and-its-famous-mascot","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/216550\/","title":{"rendered":"Supersonic \u2013 McLaren announce partnership with SEGA and its famous mascot"},"content":{"rendered":"

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.<\/p>\n

That, clearly, was also the thinking in McLaren<\/a>\u2019s commercial department as the reigning constructors\u2019 champions announced an overarching deal with SEGA that incorporates Sonic as part of the agreement.<\/p>\n

The \u2018Blue Blur\u2019 will become part of the Papaya Army across \u201ccreative integrations and experiences\u201d, beginning with a SEGA activation at McLaren\u2019s event in Trafalgar Square ahead of next weekend\u2019s British Grand Prix.<\/p>\n

While Sonic the Hedgehog \u2013 who burst onto games consoles in 1991 \u2013 is at the head of the multi-year partnership, McLaren also confirmed SEGA as its official gaming partner.<\/p>\n

\u201cWe\u2019re thrilled to welcome Sonic the Hedgehog to the McLaren Racing family,\u201d said Louise McEwen, chief marketing officer at McLaren.<\/p>\n

\u201cThis 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.\u201d<\/p>\n

\"Ayrton <\/p>\n

Ayrton Senna, 1st position, holds the Sega Sonic the Hedgehog trophy aloft on the podium.<\/p>\n

Photo by: LAT Photographic<\/p>\n

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.<\/p>\n

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\u2019s Technology Centre.<\/p>\n

\u201cThe collaboration between Sonic the Hedgehog and McLaren Racing underscores our shared passion for high-speed action and racing,\u201d said Marcella Churchill, vice president, SEGA\/ATLUS brand marketing.<\/p>\n

Read Also:<\/p>\n

\u201cRacing is in the DNA of both the Sonic and McLaren brands. It\u2019s where we began and what drives us forward. By combining Sonic\u2019s iconic appeal with McLaren, we\u2019re creating a partnership that should excite fans everywhere.<\/p>\n

\u201cThis partnership is about celebrating our shared values, and we can\u2019t wait to share this collaboration and the future activations to come with fans.\u201d<\/p>\n

In this article<\/p>\n

Be the first to know and subscribe for real-time news email updates on these topics<\/p>\n

Subscribe to news alerts<\/p>\n","protected":false},"excerpt":{"rendered":"If a Formula 1 team was going to pick any computer game character to partner with, logic dictates…\n","protected":false},"author":2,"featured_media":216551,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4103],"tags":[71438,4199,707,4200,71439,79,16,15],"class_list":{"0":"post-216550","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-f1","8":"tag-austrian-gp","9":"tag-f1","10":"tag-formula-1","11":"tag-formula1","12":"tag-red-bull-ring","13":"tag-sports","14":"tag-uk","15":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114751097196287194","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/216550","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=216550"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/216550\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/216551"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=216550"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=216550"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=216550"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}