McLaren to debut dynamic sponsors on MCL36 at United States GP
McLaren's Daniel Ricciardo on track during the Dutch Grand Prix qualifying session. Zandvoort, September 2022.
McLaren are to debut panels that will allow them to alter the sponsor logos being displayed, starting at the United States GP.
At the end of last season McLaren trialled LED wheel cover lights during Abu Dhabi post-season testing, leading to suggestions that this technology could be used as a way of displaying sponsors, but the Woking outfit will be rolling out a different innovation for this purpose at the Circuit of The Americas.
In collaboration with Seamless Digital, McLaren will run a new technology during the remaining practice sessions of the season which will allow them to alter the sponsor logos on display.
There will be two panels, positioned either side of the cockpit.
The display can be changed even when the MCL36 is out on the track, while McLaren are not limited to Formula 1 either as the technology can be used by them in other series.
Today @McLarenF1 revealed an innovative alternative to sponsor stickers. A display screen is fitted into the bodywork, that can switch the logo on demand.
Developed by Seamless Digital @SPT_F1.
I've seen their tech up close.#F1 #TechTalk #AustinGP pic.twitter.com/2szLUHNcpk— Craig Scarborough (@ScarbsTech) October 20, 2022
“We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology,” said McLaren’s executive director of brands and marketing Louise McEwan.
“Being able to rotate different brands on our cars is a game-changer in this space and we are looking forward to seeing the impact this has on the wider industry.”
Mark Turner, the founder and CEO of Seamless Digital, describes this innovation as the “next step” for motorsport marketing.
“We are delighted to be able to unveil this technology which represents the next step in the future of motorsport marketing,” he said.
“Being able to change branding in real-time on a Formula 1 car will give greater flexibility and value to teams and partners. Our technology enables more creative options for brands to communicate situationally relevant messages.
“We have found the perfect partner in McLaren who share our ambition for innovation and breaking convention as pioneers in the fields of technology.
“We believe this is just the beginning of flexible on car branding and motor racing assets.
“By ensuring the technology works on a Formula 1 car we have already cracked the toughest place to innovate and are set to disrupt advertising across F1, motorsport, golf, US sports and ultimately, wider more mainstream use.”
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