By Barry Janoff
June 6, 2012: Danica Patrick has made her mark in the IndyCar Race Series and Nascar. Now comes what might be her greatest moment and perhaps toughest challenge — competing alongside Sonic the Hedgehog in Sonic & All-Stars Racing Transformed, a new racing game from Sega of America Inc. where players speed across land, air and water in fully transforming vehicles.
Patrick has signed an endorsement deal with Sega to appear in and do marketing support for the videogame, which is scheduled to hit retail this holiday season for Xbox 360, PlayStation3, PlayStation Vita, Nintendo 3DS, Nintendo’s Wii U and PC Digital Download.
Financial details of Patrick's alliance with Sega were not disclosed. Patrick's other marketing deals include GoDaddy.com, Coke Zero, Mattel's Hot Wheels, Peak, Tissot and Nationwide.
As part of Sega's national marketing support, Patrick will race in a custom No. 7 Sonic the Hedgehog Chevrolet, fielded by JR Motorsports, at the O’Reilly Auto Parts Challenge Nov. 3 at the Texas Motor Speedway. The race, part of Nascar’s Nationwide Series, will air live on ESPN.
“It’s a very exciting experience since I’ll be sharing the screen with such an iconic character,” said Patrick during media event at the Electronic Entertainment Expo in Los Angeles, where the deal was unveiled. “I cannot wait for gamers to jump into my customized, transformable vehicles and give Sonic a run for his rings this holiday season!”
According to Masanao Maeda, president and COO for Sega of America, “Danica Patrick is one of the most popular athletes in the world and her accomplishments both on and off the track make her the perfect partner for Sonic & All-Stars Racing Transformed. Danica’s involvement showcases the broad appeal of this title – everyone from casual gamers to hard core racing fans will be able to enjoy the fun.”