SEGA has partnered with Red Bull to launch a high-energy global marketing campaign—Sonic x Red Bull: Racing Around the World—in support of the upcoming video game Sonic Racing: CrossWorlds, slated for release later this year.

The campaign kicked off with the launch of a short video, Sonic x Red Bull: Racing Around the World – Launch Trailer, which has already surpassed 100,000 views on YouTube. The cinematic trailer features a high-speed showdown between pro stunt driver Brandon Semenuk and Sonic the Hedgehog, racing across both real-world terrain and the game’s multiverse-inspired tracks.

Building on this momentum, SEGA plans to expand the campaign with mobile game integrations, racing-themed promotions, and exclusive merchandise. A dedicated product line—including apparel, tumblers, and phone cases—is already available via SEGA’s official Amazon store.

The Sonic franchise continues to thrive across entertainment and consumer products. Following the success of Sonic the Hedgehog 3 (released December 2024, grossing over $425 million worldwide), a fourth film is currently in development for a March 19, 2027 release.

Additionally, SEGA recently signed new licensing deals with Jakks Pacific to produce Sonic-themed toys and costumes, including a collection tied to the DC x Sonic comic book crossover series.