McLaren has been given the approval to run the dynamic branding on its cars for the 2023 F1 season starting in Bahrain GP.
Having trialed a new form of advertising during last year’s US GP at the Circuit of the Americas, McLaren has an approval to run the dynamic branding throughout the 2023 F1 season starting with this weekend’s opener, Bahrain GP.
McLaren trialed it during FP1 last year with an intention to use it in 2023. With all the checks done, the team can use it around its cockpit for the full year. The system is created by Seamless Digital and is a first for a F1 car to run this type of technology.
The system will be used for different branding options for Google Chrome, which is a major partner of McLaren. The company already has another advertising space on the cover of the wheels of the car where the famous red and golden yellow colour can be seen.
“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 statement from McLaren siad.
“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.”
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