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The 2022 Formula 1 season didn’t go according to plan to for one-time powerhouse McLaren.
The British team, which has won 12 drivers championships and eight constructors championships, finished just fifth out of 10 teams on the grid and a jaw-dropping 600 points behind champions Red Bull.
Additionally, the team cut ties with ever-popular Australian driver Daniel Ricciardo while young British star Lando Norris struggled.
It was a huge step back on the track.
But off the track, the company continues to thrive. Team president Zak Brown, an American, has helped the team grow immensely in the commercial market as well as in other racing series’.
That including being at the forefront of cutting edge technology. Which appears to be the case entering the 2023 Formula 1 season.
McLaren Formula 1 Team Reveals Incredible New Sponsorship Technology
The series began testing ahead of 2023 season this week and with the reveal of the newest iteration of each team’s car came a remarkable bit of invention from McLaren.
McLaren's F1 team has 40+ sponsors.
So they are introducing kindle technology on the car that allows them to rotate sponsors every 45 seconds throughout the course of a race.
The panel weighs just 190g, and they are testing the same tech on helmets.pic.twitter.com/w1iO1TSbf4
— Joe Pompliano (@JoePompliano) February 23, 2023
The team revealed a digital panel on their car that rotates through their many sponsors. Since racing is all about speed and more weight generally means slower cars, the panel weighs just 190 grams.
As it turns out, the team began testing the technology late last season.
Today @McLarenF1 revealed an innovative alternative to sponsor stickers. A display screen is fitted into the bodywork, that can switch the logo on demand.
Developed by Seamless Digital @SPT_F1.
I've seen their tech up close.#F1 #TechTalk #AustinGP pic.twitter.com/2szLUHNcpk— Craig Scarborough (@ScarbsTech) October 20, 2022
Using paper-like display similar to kindle, the panel blends into the bodywork & appears just a like any other logo. But, can change based on inputs from the car, such as DRS, pitstops, fastest lap or even just lap number. You could sponsor the team for a lap!#F1 #TechTalk #COTA pic.twitter.com/qt8niikvaC
— Craig Scarborough (@ScarbsTech) October 20, 2022
Given the commercial gains it still has to fit into an F1 environment. So, it's very light, just 190g for this weekend's set up.
This includes the displays & the tiny USB stick sized controller.
It all connects to the car's own power & CAN bus.
Its been tested for heat/vibration pic.twitter.com/qGCRNbVt02— Craig Scarborough (@ScarbsTech) October 20, 2022
The panel is also controlled by the team, so it can change at will.
As of now, it appears that the technology is only being used for test and practice sessions. But should it be optimized for race conditions it’s undoubtedly a game changer.
Formula 1 is all about being at the forefront of technology and that involves a large amount of spending. Teams with the largest budgets typically have an advantage. So if a team can find a way to attract more sponsors by sharing space, it’s a huge advantage.
Those teams could also choose when they want their sponsor to show.
It’s unlike anything we’ve ever seen before in motorsports. And it could be applicable to any number of racing series’. Should McLaren optimize the tech for use in races, it could completely change the future of the sport.