Overview

• McLaren Racing unveiled the multi-year collaboration with Sonic the Hedgehog at McLaren Racing Live: London on June 26.
• The partnership formalizes a legacy dating back to Ayrton Senna’s 1993 European Grand Prix, when he received a Sonic trophy at Donington Park.
• Activations will run through Sonic Team’s ’Racing Around the World’ campaign, Sonic’s 35th anniversary and McLaren F1’s 1,000th Grand Prix.
• Sega will join McLaren’s Trafalgar Square takeover across July 2-3 to launch joint fan experiences in the UK capital.
• McLaren chief marketing officer Louise McEwen said the collaboration unites two icons of speed and aims to engage a younger global audience.