McLaren’s digital on-car advertising facilitates unprecedented possibilities for Formula 1 sponsorship

Following their first official outing at the Bahrain GP, digital advertising panels from Seamless Digital will feature on McLaren cars in practice, qualifying, and all 23 of this year’s races.

Using kindle technology, or ‘electronic paper,’ two advertising screens weighing 190g in total have been placed on the cockpit of the car, with one each side of the driver. Later in the year, the revolving sponsors will appear on the drivers’ helmets. The sponsors will be clearly visible through the on-board cameras and will create additional space for sponsors by way of live rotations. McLaren decisively implemented the displays having conducted their initial on-track tests just five months ago.