The McLaren Racing team has announced that its Formula 1 cars are starting to display digital advertising. This will increase the team’s profits from sponsorship deals. There is no doubt that Formula 1 is a very expensive sport. Racing teams spend enormous amounts of money developing new cars as well as drivers’ salaries, so they have to look after their income. Most of them come from sponsor ads placed on drivers’ helmets and suits, as well as on car bodies. Of course, the amount of available space is very limited, which also translates into the money received. So the McLaren Racing team came up with a very interesting idea that could significantly increase the profits from sponsorship deals. As part of cooperation with Seamless Digital, digital advertisements appeared on the cars of this team, which will allow them to support many companies. A two-display system was installed around the cockpit, showing trademarks of different brands. The technology was tested during the United States Grand Prix training sessions, and the team intends to continue testing it throughout the rest of the racing season.
“We are delighted to present this technology that represents the next step in the future of motorsport marketing. The ability to change brands displayed on a Formula 1 car in real time will provide greater flexibility and value to teams and partners. Our technology enables brands to have more creative options for presenting their message. ” – said the director of Seamless Digital.
Seamless Digital hopes to be the first step towards providing more flexibility in car advertising design. The company hopes that the technology will find widespread use in motorsport, but also in other activities.
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