SEGA Europe has appointed partner marketing experts BRIDGE to create a brand partnership campaign supporting the release of ‘Team Sonic Racing’ throughout 2019.

Launching this May, kart racing game ‘Team Sonic Racing’ is a spinoff from SEGA’s iconic Sonic the Hedgehog series, combining the best elements of arcade and fast-paced competitive, multi-player racing. Gamers can take control of their racing style by choosing from a range of characters and customising their vehicle to suit their racing style.

Award-winning partnership marketing agency BRIDGE, which recently launched its first international office in Berlin, will use its bespoke brand matcher software alongside AI-powered insight and research tools to meet the brief with best-in-class brand partnerships. It is retained by a number of major studios and entertainment rights holders to negotiate partnership campaigns.

Ros Carmoody, Managing Director of BRIDGE UK, said: “Sonic the Hedgehog is one of the world’s best-loved video game characters, offering exciting opportunities for brands to share in his enduring popularity. We’re seeking family brand partners to support the release at key beats throughout the year, such as summer holidays, October half term and Christmas.”

Caspian Horwood, Product Marketing Manager at SEGA Europe Ltd, said: “We look forward to building an alliance of family brands that can help us drive sales by engaging a new generation of children with our most iconic character.”