McLaren has secured several new partnerships for 2018, but a significant performance boost would only create more commercial interest says Zak Brown.
The Woking-based outfit recently announced a major sponsorship agreement with Dell Technologies, and Brown expects a few more deals to be put in place before the season gets underway in Melbourne next month.
The McLaren boss is generally happy with the state of the team's affairs, but if it succeeds in moving up the field in a big way at the outset, its commercial prospects will also enjoy an upswing.
"Everything commercially is going really well," Brown told Motorsport.com.
"We announced Dell, so we are now three announcements in. I would anticipate having another one or two before the start of the season and then it is ongoing.
"Once the season starts things slow down a bit, but you never stop. There is a lot of good commercial interest and then when we hit the track, that will also help – because there are some people, understandably, who want to see how we perform.
"Coming off of ninth in the championship last year, it doesn't make selling partners any easier, so if we can quickly demonstrate we are no longer a ninth-placed team, that will just build on itself.
"I don't think we will have a principal partner going into this season. We definitely want one. Our business ramp up is one where we want to get back to where we were in sponsorship over a three to four year period.
"We are on target for our financial goals for sponsorship revenue for this year, and I think again that will just build momentum."
Like last year, McLaren has teased its fans about the livery of its 2018 charger which could include a return to the team's historic papaya colors.
Brown's lips are sealed however when it comes to revealing any details of the MCL33's future robe, but a striking makeover is apparently in the works.
"We continue to listen to the fans," he said.
"We want it to be a striking livery. It is almost done, but some of it is a little bit sponsor-dependent.
"Maybe outside of Sauber, as I am not exactly sure what they will do with their Alfa Romeo branding, I think we will look more different on the grid than anyone else coming out of last year."
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