McLaren brings Sega and Sonic in F1 back!

It is a partnership that smells of nostalgia that McLaren has just announced, before the Austrian Grand Prix of Formula 1. The British team today formalized a multi -year partnership with Sonic, emblem of Sega and cult character of video game. Through this collaboration, SEGA becomes the “Official Gaming Partner” of McLaren Racing.

With this agreement, the two brands intend to inspire new generations on circuits but also in the virtual universe, through initiatives that will be revealed later.

This partnership also marks and especially symbolic reunions between Sega and Sonic on the one hand, and Formula 1 on the other. In 1993, during his legendary victory in the rain at the European Grand Prix disputed in Donington, Ayrton Senna, still at McLaren, had raised on the podium a trophy in the image of Sonic! SEGA had then put the small dishes in the big ones to ensure maximum visibility during the event.

At the same time, Sega was an important sponsor of the Williams team. This sponsorship had resulted in a livery that became legendary, and sported by Alain Prost during most of the season that allowed him to conquer his fourth world title. Sonic’s feet had been drawn on both sides of the FW15C cockpit, letting it imagine that they were those of the pilot.

Alain Prost with the Sonic livery on the Williams-Renault FW15C in 1993.

Photo of: Sutton images

Three decades later, it was in McLaren that the most famous hedgehog in the world promised to return to Formula 1. We still do not know how this partnership will result in the coming weeks and months, but the Woking team ensures that the public can expect “With creative and immersive content combining motorsport and video games”. An operation is also planned in 2026 for the 35th anniversary of Sonic and the 1000th Grand Prix of McLaren in F1.

“This partnership brings together two emblematic names of speed, and allows us to open our team to a larger and younger global audience”rejoices Louise McEwen, Marketing Director of McLaren Racing. “Sonic is an incredible character with a community of passionate fans, and we are very enthusiastic about celebrating this partnership.”