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McLaren Racing ink collaboration with Seamless Digital

McLaren Racing and Seamless Digital's debut at the US Grand Prix will provide an insight into the future of motor racing advertising.

The Formula 1 team, McLaren Racing, has announced a new sponsorship agreement with the contemporary digital agency, Seamless Digital.

The groundbreaking teamwork brings to life the most cutting-edge digital advertising methods, including the potential to interactively change the branding on Formula 1 cars throughout a race weekend, a first in the series.

For the remaining portion of the 2022 season, commencing with the United States Grand Prix, McLaren will use a two-display system all around the cockpit on its MCL36 cars for Friday practice sessions.

The platform will be unveiled entirely with one of McLaren’s official partners letting them adaptively modify the branding on both of McLaren’s Formula 1 cars.

McLaren Racing and Seamless Digital’s debut at the US Grand Prix will provide an insight into the future of motor racing advertising. This will enable the team to interact with fans and partners in new exciting ways.

As part of the agreement, McLaren Racing has the option to explore the innovation for its broader racing portfolio.

Louise McEwen, Executive Director of Brand & Marketing, McLaren Racing, said, “We are pleased to work with Seamless Digital to debut one of the most exciting innovations in digital advertising technology. Being able to rotate different brands on our cars is a game-changer in this space and we are looking forward to seeing the impact this has on the wider industry.”

Mark Turner, Founder and CEO, Seamless Digital, commented, “We are delighted to be able to unveil this technology which represents the next step in the future of motorsport marketing. Being able to change branding in real-time on a Formula 1 car will give greater flexibility and value to teams and partners. Our technology enables more creative options for brands to communicate situationally relevant messages.

“We have found the perfect partner in McLaren who share our ambition for innovation and breaking convention as pioneers in the fields of technology. We believe this is just the beginning of flexibility on car branding and motor racing assets. By ensuring the technology works on a Formula 1 car we have already cracked the toughest place to innovate and are set to disrupt advertising across F1, motorsport, golf, US sports and ultimately, wider more mainstream use.”

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