The McLaren Formula 1 team has confirmed that it will utilise digital advertising throughout the 2023 Formula 1 season on the MCL60 car.
The panels were first tested during free practice during last year’s United States Grand Prix from Austin, Texas.
Created by Seamless Digital, they allow for multiple brands to be displayed in rotation, a first for advertising in F1.
For the season ahead, branding options for Google Chrome, one of McLaren’s major partners, will be displayed.
“From the Bahrain Grand Prix onwards, dynamic branding technology (created by Seamless Digital) will run on the MCL60 in all sessions throughout the season, including Grands Prix,” the team said.
“The two-display system around the cockpit was introduced as a test item during Free Practice at the 2022 United States Grand Prix and will now feature on the MCL60 at every event during the 2023 season.
“This weekend’s Bahrain Grand Prix will mark the first time the technology has operated during a Formula 1 race.
“The displays will rotate through different branding options for McLaren Formula 1 team partner, Google Chrome.”
McLaren explained last year that the total mass of the two displays is 190 grams, and they have been incorporated into the shape of the car, ensuring there will be no aerodynamic resistance created.
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