McLaren to launch dynamic and innovative F1 sponsor logos

As part of an exclusive deal the Woking-based team has signed with British company Seamless Digital, the two McLaren the cars will run with the new technology in practice sessions for the rest of the season.

The dynamic panels, which are installed in sections on either side of the cockpit and will be clearly visible from on-board cameras, allow the team to alter the make of the car as they see fit.

This provides a unique opportunity for outfits to race with several different sponsors throughout a weekend – and changes can take place in an instant, even when the car is on track.

McLaren’s pioneering use of the technology is a first in motorsport and, as part of its deal, the team has the rights to use it in its other racing activities.

Digital panels have been in development for years but it is only now that the technology has advanced sufficiently, especially the weight not being a deterrent, that the door has opened for their use in F1.

McLaren’s executive director of brands and marketing, Louise McEwan, believed dynamic panels could spark a revolution in what is possible for teams and sponsors.

“We are thrilled to work with Seamless Digital to launch one of the most exciting innovations in digital advertising technology,” she said.

“Being able to run different brands on our cars is a game-changer in this space and we can’t wait to see the impact this has on the wider industry.”

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

“Being able to rebrand in real time on a Formula 1 car will give teams and partners more flexibility and value. Our technology gives brands more creative options to communicate relevant messages depending on the situation.

“We have found in McLaren the ideal partner who shares our ambition for innovation and breaking conventions as pioneers in the fields of technology.

“We believe this is just the beginning of flexibility on the automotive brand and motor racing assets.

“By making sure the technology works on a Formula 1 car, we’ve already punched through the toughest place to innovate and are poised to disrupt advertising in F1, motorsport, golf, American sports and , eventually, wider and more mainstream use.”