McLaren Racing has officially partnered with SEGA, making the gaming giant the official gaming partner of the papaya Formula 1 squad.
The collaboration celebrates shared values between McLaren Racing and the iconic Sonic the Hedgehog brand, which has served as SEGA’s mascot since 1991.
Fans of both brands can expect exclusive team kit and merchandise to land as part of the partnership, though options are currently limited to one product.
That sole available item is a limited edition Sonic 1000th GP poster, priced at £134 and restricted to just 350 individually numbered prints.
Once those 350 copies are gone, McLaren has confirmed the print will never be produced again, making it a genuinely rare collector’s piece.
The partnership carries significant historical weight, representing a reunion more than 30 years in the making for McLaren and SEGA.
Three-time world champion Ayrton Senna was awarded a Sonic the Hedgehog trophy on the podium at the 1993 European Grand Prix, a piece now displayed at McLaren’s Woking headquarters.
Reigning F1 champion and McLaren star Lando Norris featured prominently in social media content celebrating the new partnership, showing off collaboration apparel at the MTC in Woking.
Norris was seen wearing a white long-sleeved Sonic x McLaren Heritage racing top before switching into a black tee, both featuring brightly coloured animated graphics of the cobalt cartoon character.
McLaren currently lists only the limited edition poster on its official merchandise site, though fans can also browse McLaren collections with PUMA, some of which are available via the F1 Store.
The eye-catching price point and strict print limit are likely to drive strong demand from collectors across both the motorsport and gaming communities worldwide.