![]() I was recently at McLaren and some of the guys there reminded me that we used to put a Pirate TV insignia on the car for every race Damon won, so they in turn started putting a squashed hedgehog on the front of Senna's car when he won! Can you imagine that happening in the sport today, with the incredible sharing power of the internet and social media? It would go wild! Like so much of our promotional activity at the time, it was one of those things that simply came together. We got them to draw Sonic's feet on the side of the Williams FW15C so it would look like he was driving and we were even trying to sponsor the underside of Damon Hill's car in case he ever turned it over. Speaking to Eurogamer in 2016, Simon Morris - Sega UK's marketing director at the time - explained the lengths the company went to in order to capture the hearts and minds of viewers at home: Held on a rainy day in the UK, this event in the F1 calendar was notable for many reasons - one of which was that Nintendo's rival Sega went all-out to sponsor the entire event, and Sega logos were visible all over the track (as well as on the championship-winning Williams FW15C car, as Sega was one of the marque's main sponsors). Not so long ago, we ran a little piece on the 1993 Formula One European Grand Prix, or - as it was also known - the XXXVIII Sega European Grand Prix.
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