McLaren Uses New Technology To Instantly Change Sponsor Logos On Cars

McLaren says it is the first to introduce new technology that allows the team to change the branding on the car during a race weekend.

The system will debut at this weekend’s United States Grand Prix and will be used until the end of the season, albeit only during Friday practice sessions.

Two display units are placed around the MCL36s cockpit. The images provided by the group indicate that they will be on both sides of the driver.

“It’s one of the most exciting innovations in digital advertising technology,” said Louise Evans, McLaren’s executive director of brand and marketing. The team expects it will allow them to offer more flexible branding options to their partners.

“Being able to run different brands on our cars is a game changer in this space and we look forward to seeing the impact this has on the wider industry,” added Evans.

The team is looking to use the system for its other racing activities, including IndyCar, Extreme E and, from 2023, Formula One.

McLaren claimed another ad earlier this year when it incorporated the Google Chrome navigation logo into its wheel hubs. The team previously experimented with flying centers during postseason testing last year.

The system in use starting this weekend was developed by Seamless Digital. CEO Mark Turner said: “This is just the beginning. [flexibility] On car branding and motor racing properties.

“By proving that the technology works in a Formula 1 car, we’ve taken the most difficult place to innovate and we’re ready to disrupt advertising in F1, motorsport, golf, American sports and, ultimately, mainstream advertising.”

The screens are used by brands to “deliver situationally relevant messages,” Turner said. Many sponsors vary their logos and graphics from race to race to suit local markets or to accommodate legal differences.

Advertisement | Become a RaceFans fan and Go ad free