Mclaren Racing Reveals Innovative Ad Tech Partner
British motor racing team McLaren Racing has announced a new partnership with digital advertising company Seamless Digital.
Under terms of the agreement, McLaren will run Seamless Digital’s two-display system around the cockpit on its MCL36 cars for Friday practice sessions for the remainder of the 2022 season, beginning at the United States Grand Prix on 21st October.
The dynamic panels, which are fitted in sections along either side of the cockpit and will be clearly visible from onboard cameras, enabling the team to change the branding on the car across a race weekend and allowing advertisers to provide content and information that is specific to location, time, and audience.
The Surrey-based racing team’s partners – which include Goldman Sachs, OKX, Unilever, Jack Daniels, Dell Technologies and Deloitte – are set to benefit from the technology both on and off grid.
As part of the deal, McLaren Racing also has options to explore the technology for its wider racing portfolio.
Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing, said, “We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology. 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.”
Mark Turner, 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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