McLaren Racing has inked a new multi-year partnership that will see SEGA and its iconic Sonic the Hedgehog franchise become the Formula One racing team’s official gaming partners. 

Under the agreement, McLaren and SEGA plan to work together on developing multiple co-branded activations and experiences featuring Sonic for fans of all ages. McLaren’s chief marketing officer Louise McEwen says the goal of the partnership is to expand the racing team’s reach to encompass a wider youth audience worldwide, adding that Sonic was the perfect character brand to align with because of his love for speed.

The collab kicks off early next month, with SEGA hosting an activation at a McLaren Racing Live: London fan event in Trafalgar Square as part of its ongoing Sonic Racing Around the World campaign. Kids who swing by will get to experience levels in the Roblox title Sonic Speed Simulator, hear more details about the upcoming Sonic Racing: CrossWorlds console video game, and purchase exclusive merchandise. The event will also feature F1 racing simulators, garage tours of McLaren’s vehicles, and opportunities to meet drivers and other team members. 

SEGA and McLaren have a history that dates back to the 1993 European Grand Prix, when the team’s F1 driver Ayrton Senna won the race and was awarded a Sonic trophy on the podium. SEGA has also engaged in racing-themed partnerships with Red Bull and Gameloft that have leveraged Sonic for a variety of crossover events.