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Formula 1

McLaren to introduce dynamic sponsor logos in Austin

The dynamic sponsor logo system. Credits: @NFFormula (Twitter).

McLaren revealed that their cars will feature dynamic sponsor logos starting from the United States GP.

The introduction of dynamic sponsor logos is a part of the cooperation between McLaren and a digital agency Seamless Digital.

Both cars will have two displays installed around the cockpit. The system will be on the cars during Friday practice sessions for the rest of the season from the US GP.

“We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology. 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,” McLaren executive director of brand and marketing Louise McEwen said.

“We are delighted to be able to unveil this technology which represents the next step in the future of motorsport marketing. 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,” Seamless Digital founder and CEO Mark Turner added.

“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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