McLaren to debut innovative dynamic sponsor panels at US GP

©McLaren

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McLaren will debut an innovative new display technology on its MCL36 at this weekend's US Grand Prix that allows for the dynamic digital changing of branding.

The Woking-based outfit has teamed up with British company Seamless Digital that has developed the innovative branding technology.

A dynamic digital panel - clearly visible from onboard cameras - is embedded on either side of the cockpit of McLaren's MCL35, but the display can be changed at will or programmed by the team.

The technology provides a unique way for McLaren to boost its pool of sponsors while offering the latter additional exposure by rotating brands, thus surpassing the constraints imposed by limited real estate on a car's bodywork.

Louise McEwan, McLaren's executive director of brand and marketing believes the new technology is a game change for F1 teams.

"We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology," commented McEwan.

"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."

Read also: Haas lands new title sponsor for 2023 and beyond

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.

“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.

“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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Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.