McLaren has announced it will debut a dynamic sponsorship system in practice for the remaining races of the 2022 F1 season.
As part of an exclusive deal that the Woking-based squad has signed with British company Seamless Digital, bothThe dynamic panels, which are fitted in sections along either side of the cockpit and will be clearly visible from onboard cameras, allow the team to change the branding on the car as it chooses.
McLaren’s pioneering use of the technology is a first in motorsport and, as part of its agreement, the team has the right to use it in its other racing activities. McLaren’s executive director of Brands & Marketing Louise McEwan believed that the dynamic panels could spark a revolution in terms of possibilities for teams and sponsors.“We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology,” she said.
Mark Turner, the founder and CEO, Seamless Digital, added: “We are delighted to be able to unveil this technology which represents the next step in the future of motorsport marketing.
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