AlphaTauri is the latest F1 team to successfully test dynamic branding on its car as they are to integrate it from 2024 onward.

After McLaren trialed and implemented their dynamic branding around its F1 cockpit, AlphaTauri has done so too after successfully testing it together with Seamless Digital. The team hasn’t specified the races where they tested it for the future.

But having done so, they will now use it from 2024 onward.  “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,” said AlphaTauri communication head Fabian Wrabetz.

“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.”

At the same time, Seamless Digital’s Mark Turner added: “With F1 commanding and continuing to grow a huge global TV audience, sponsors want more than just static branding. Our technology provides the ability to tailor messaging depending on the situation and communication needs; the result being flexibility for both the team and sponsors.

“We are excited that more teams such as Scuderia AlphaTauri are placing their trust in us to deliver dynamic branding ‘in the action’. With our recent launch in professional golf, we are showcasing how dynamic branding in live play is reshaping the sports advertising landscape. We look forward to working with Scuderia AlphaTauri and its partners in 2024.”

BUDAPEST, HUNGARY – JULY 21: New electronic display on the car of Yuki Tsunoda of Scuderia AlphaTauri and Japan during practice ahead of the F1 Grand Prix of Hungary at Hungaroring on July 21, 2023 in Budapest, Hungary. (Photo by Peter Fox/Getty Images) // Getty Images / Red Bull Content Pool // SI202307210393 // Usage for editorial use only //


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