McLaren to make F1 history at Bahrain GP with pioneering sponsor tech

McLaren have announced that they will run dynamic branding technology on their cars in all sessions throughout the upcoming F1 season – including Grands Prix.

The two-display system – created by Seamless Digital – was introduced as a test item during practice for last year’s United States Grand Prix, slotting around the cockpit.

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A major innovation in the world of sponsorship, the technology allows McLaren to dynamically change the branding on their cars and show different sponsor logos at different times.

Following the trial, it will feature on the MCL60 at all 23 events in 2023, with this weekend’s Bahrain Grand Prix marking the first time the technology has operated during an F1 race.

McLaren added that the displays will rotate through different branding options for team partner Google Chrome, having joined forces with the tech company in 2022.

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McLaren head into the 2023 season off the back of a challenging pre-season testing period, where CEO Zak Brown admitted the team missed some of their “projected targets” with the MCL60.