McLaren Racing have announced a partnership with digital advertising company Seamless Digital, commencing at Formula One's upcoming US Grand Prix.
The collaboration will enable the British team to dynamically change the branding on their cars during the race weekend, a first for the global motorsport series.
McLaren will run a two-display system around the cockpit of their cars for Friday practice sessions for the remainder of the 2022 season.
As part of the deal, McLaren Racing also have the option to explore the technology for their wider racing portfolio, which includes the Arrow McLaren SP team in IndyCar, as well as the Neom McLaren Formula E and Extreme E teams.
“We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology,” said Louise McEwen, executive director for brand & marketing at McLaren Racing.
“Being able to rotate different brands on our cars is a gamechanger in this space and we are looking forward to seeing the impact this has on the wider industry.”
Mark Turner, founder and chief executive 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 change branding in real-time on a Formula One 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 One 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.”