criticism. Sonic's characterization and relationship with Eggman in Sonic Boom earned a positive response by Patrick Lee of The A.V. Club and Emily Ashby of Common Sense Media. Sonic has also been used as a symbol for Sega's various sponsorships. Between 1993 and 1997, Sega sponsored the JEF United Ichihara Chiba football team, during which period Sonic appeared in the team's uniform. During the 1993 Formula One championship, Sega sponsored the Williams Grand Prix team, which won the Constructors' Championship that year, as well as the team's lead driver, Alain Prost, winning the Drivers' Championship. Sonic was featured in the cars, helmets, and their rivals McLaren used to paint a squashed hedgehog after winning races over Williams. The 1993 European Grand Prix featured a Sonic balloon and Sonic billboards. In 1992, according to Sega of America marketing director Al Nilsen, Sonic was found to be more recognizable than Mickey Mouse in the six-to eleven-year-old demographic, based on the character's respective Q Scores, although this claim could not be confirmed by Q Score developer Marketing Evaluations, Inc. Nintendo Power listed Sonic as their sixth favorite hero, stating that while he was originally Mario's nemesis, he seems at home on Nintendo platforms. They added that he has remained as one of gaming's greatest icons. In 2004, the character won a Golden Joystick Award for "The Sun Ultimate Gaming Hero". The character's popularity declined in the mid-1990s, and Sonic failed to place in Electronic Gaming Monthlys Coolest Mascot of 1996 in either the editors' or readers' picks, being beaten out by not only competitors Mario and Crash Bandicoot, but Sega's own Nights; however, in a 2008 poll of 500 people, Sonic was voted the most popular video game character in the UK with a 24% vote while his old rival Mario came second with 21% of the vote. Later that year, Sonic was ranked as the most iconic video game character in an MSN rankings list. In 2011, Empire ranked him as the 14th greatest video game character. And he was voted 10th out of the top 50 video game characters of all time in Guinness World Records 2011 Gamers' Edition. Sonic ranked ninth on GameDaily's Top 10 Smash Bros characters list. GameDaily also listed his "next-generation stumble" in their list of video game characters' worst moments, using his relationship with a human female as one of the worst parts of it. Ken