McLaren inks Seamless Digital partnership

Seamless Digital announces multi-year deal

British Formula One team McLaren have announced a new partnership with pioneer in digital advertising, Seamless Digital.

Joining as an Official Partner, Seamless Digital will collaborate with McLaren to launch a new dynamic branding on McLaren cars. Starting from the United States Grand Prix 2022, McLaren will be running a two-display system for the remainder of the season around the cockpit. 

Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing, stated,

“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, added,

“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.”