The British motor racing team, McLaren Racing has expanded its partnership with the Emirati multinational logistics company, DP World.
In this newly developed deal, the global supply chain company will be showcased on the dynamic branding panels of the McLaren MCL38 for the duration of the 2024 season.
Beginning in 2023, DP World and McLaren collaborated to help the McLaren F1 Team achieve more efficiency by revamping the team’s supply chain in order to make it quicker, more effective, and more environmentally friendly.
In 2022, McLaren became the first F1 Team to incorporate dynamic branding technology into their race vehicles through a partnership with Seamless Digital. Only DP World will be able to utilise this innovative and cutting-edge technology, which enables them to instantly change the logo on both race vehicles. The 2024 season will see the integration of a two-display system surrounding the cockpit.
The driver outfits of Lando Norris and Oscar Piastri, as well as a number of other McLaren touchpoints for the 2024 season, will sport DP World branding. The MCL38’s chassis side will incorporate the labelling.
Matt Dennington, Executive Director, Partnerships & Accelerator, McLaren Racing, commented, “It is great to work with DP World and Seamless Digital to bring the dynamic branding panels back to our race cars. We were the first team on the grid to introduce them in 2022, and we continue to innovate, pioneer and push boundaries with our partners. It is fantastic to see our partnership with DP World continue to go from strength to strength.”
Yuvraj Narayan, Deputy CEO & Chief Financial Officer, DP World, said, “The addition of the dynamic panels on the MCL38 are just another way in which we are working together with McLaren F1 to demonstrate smart logistics at every turn. We’re eagerly looking forward to the new season, fuelled by the hope of a strong constructor’s performance and some podiums along the way. It’s going to be a great challenge and promises to be an unforgettable and exciting season.”
Danny van Otterdijk, Chief Communications Officer, DP World, said, “We are thrilled to see our brand on the dynamic panels of the McLaren MCL38 for the 2024 season. These panels offer more flexibility, allowing us to strategically showcase our brand with exactly the kind of precision you expect from Formula 1. This is the approach we take – whether it’s for our sports partnerships or supporting our customers — we always look to redefine efficiency and embrace cutting-edge technology. The latest development is a testament to both DP World’s and McLaren Racing’s pursuit of excellence.”
Recently, the F1 team also signed sponsorship collaborations with Dropbox, Optimum Nutrition, Ecolab, Workday, Airwallex, and OKX.