SEGA Europe Picks Bridge for ‘Team Sonic Racing’

As part of the agreement, Bridge will use its brand matcher software and AI-powered insight tools to identify brand partnerships for the gaming title. “Team Sonic Racing” is a spinoff of the “Sonic the Hedgehog” franchise. The multiplayer racer video game will be released on PlayStation 4, Nintendo Switch, Xbox One and Microsoft Windows this May.

“‘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,” says Ros Carmoody, managing director, Bridge U.K. “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.”

The “Sonic” franchise has continued to land deals with licensees in various verticals. Earlier this year, the speedy hedgehog was leveraged for a streetwear collaboration with Xlarge.