AlphaTauri agree to use Seamless Digital dynamic branding from 2024

Faenza-based team follows lead of McLaren who started using the system in 2023.

The AlphaTauri Formula One team have agreed a deal to use Seamless Digital’s dynamic branding in 2024.

Confirmed:

  • Technology enables a team to rotate sponsors on their car
  • AlphaTauri will work with Seamless Digital in 2024 and beyond

Context:

The technology was introduced at the 2022 United States Grand Prix in partnership with the McLaren Formula One team, but it could only be used during free practice sessions due to the additional weight it added to the car.

Comment:

Fabian Wrabetz, director of marketing and communications at AlphaTauri, said: “We are pleased to be working closely with Seamless Digital to integrate their dynamic branding technology onto our cars and have a shared vision of unlocking new ways for our team and partners to engage fans.

“With Seamless Digital we have new capabilities which is hugely exciting. Our work now starts on how we best leverage the technology to maximise the impact of digital messaging. We are glad to have concluded our extensive testing during the 2023 season in stealth to ensure we put high-performance first.

“With the technology being super lightweight and with zero aerodynamic degradation, our engineers have been impressed with Seamless Digital’s performance-led approach to meet the demands of competitive racing.”

Coming next:

The agreement comes into effect from the start of the 2024 season, which gets underway on 2nd March with the Bahrain Grand Prix.

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