More than three decades after Ayrton Senna hoisted the famous Sonic trophy, McLaren and Sonic are teaming up at last: SEGA and the British racing powerhouse have announced a multi-year partnership. Both brands promise “creative integrations” that will merge motorsport and gaming in ways fans have never seen before.

With the goal of celebrating both as “globally recognized icons of speed,” this partnership is set to deliver creative integrations and experiences that blend the worlds of motorsport and gaming—captivating fans young and old, both on the track and on the screen.

The collaboration will roll out through the Sonic Team’s ‘Racing Around the World’ campaign throughout the year, continue into Sonic’s 35th anniversary, and even mark McLaren’s 1,000th Formula 1 Grand Prix. SEGA describes the partnership as “a reunion more than thirty years in the making,” though the story originally began elsewhere.

Back in 1993, the Formula One European Grand Prix at Donington Park was plastered with SEGA branding—officially titled the XXXVIII Sega European Grand Prix. SEGA’s sponsorship that year went to the Williams team, putting Sonic decals on the cars of Alain Prost and Damon Hill.

Despite Prost and Hill being favorites, it was McLaren’s Ayrton Senna who clinched the win—and the one-of-a-kind Sonic trophy. The trophy still lives in McLaren’s archives, making this year’s official partnership a poetic full circle more than three decades later.

“The collaboration between Sonic the Hedgehog and McLaren Racing underscores our shared passion for high-speed action and racing,” said Marcella Churchill, SEGA / Atlus VP of brand marketing. “Racing is in the DNA of both Sonic and McLaren. It’s where we began and what drives us forward. Combining Sonic’s iconic appeal with McLaren is a partnership that should excite fans everywhere. This is about celebrating shared values, and we can’t wait to reveal what’s coming next.”

Louise McEwen, McLaren Racing’s chief marketing officer, added: “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’s legacy and passionate fanbase are legendary, and we’re excited to celebrate our partnership at McLaren Racing Live: London.”

Source: VGC