As part of an exclusive deal the Woking-based outfit has signed with UK-based Seamless Digital , both McLaren cars will race with the new technology in free practice sessions for the rest of the season.
The dynamic panels, which are installed in sections along both sides of the cockpit and will be clearly visible from onboard cameras, allow the team to change car sponsors at will. This offers a unique possibility for teams to race with several different sponsors over the course of a weekend, with changes taking place instantly, even when the cars are on track.
Gallery: The digital sponsor change boards at the McLaren for the 2022 F1 United States GP
Photo by: McLaren
Photo by: McLaren
Photo by: McLaren
Photo by: McLaren
McLaren’s pioneering use of such technology is a first in motorsport and, as part of their agreement, the team has the right to use it in its other racing activities. Digital dashboards have been years in the making, but only now that the technology has advanced sufficiently, not least because weight is not an impediment, has the door been opened for their use in Formula 1.
McLaren’s Executive Director of Brands and Marketing, Louise McEwan , believes that dynamic panels can be a game changer in terms of possibilities for teams and sponsors.
“We are delighted to be working with Seamless Digital to debut one of the most exciting innovations in digital advertising technology,” he said. “Being able to rotate different brands on our cars is a game changer in that space, and we’re looking forward to seeing the impact it has on the industry as a whole.”
The company’s founder and CEO, Mark Turner , added: “We are very pleased to be able to introduce this technology, which represents the next step in the future of motorsports marketing.”
“Being able to rebrand in real time on a Formula 1 car will give teams and sponsors greater flexibility and value. Our technology allows brands more creative options to communicate messages relevant to the situation,” he said. “We have found the perfect partner in McLaren, who share our ambition for innovation as pioneers in the fields of technology.”
“We believe this is just the beginning of flexibility in the car brands and assets of single-seater racing,” Turner continued. “By ensuring that technology works in a Formula 1 car, we have already cracked the hardest place to innovate, and we are ready to change advertising in Formula 1, motorsports, golf, sports in the United States and, in ultimately more widespread use”.
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