The crux of the system are two screens placed in the cockpit of the car, one on each side of the driver. As a result, the dynamic sponsor images will be clearly visible via the on-board cameras of Lando Norris and Oscar Piastri. The screen will also be placed on the helmet of the drivers, but this won't be on the driver's helmets for the first Grand Prix, but later this year we might see the dynamic advertising pop up. The names and logos of different sponsors can rotate on the screens, so McLaren has created more space for new sponsors.
The system is developed by Seamless Digital. CEO Mark Turner that he hopes this can be a stepping stone to further developments in the flexibility of the sponsors on the cars. Seamless Digital hopes to be able to extend the development to other fields, such as golf and motorsport. Turner called applying it to F1 cars "the trickiest place for innovation".
It is not unusual for teams to adjust the sponsors on their cars per race. For example, in many Arab countries alcohol brands are not allowed on cars. A team can also choose to give a certain sponsor some extra attention, for example if this sponsor has a strong bond with the country or circuit of that race. This technology should therefore be a first step to make such changes easier without having to change the livery.
Not only can you change the sponsor without changing the livery but it allows flexibility in case that a sponsor goes bankrupt in this fast changing world. But it also offers a chance to maximize profits during a successful formula 1 season by increasing sponsor pricing.
This weekend at the Australian Grand Prix, the McLaren formula 1 team has finally caught a break. ‘The hard work is paying off’ – Norris encouraged by McLaren’s ‘best weekend so far’ after breaking duck in Australia. Does this mean sponsor pricing can go up? The answer is no, not yet. McLaren is embracing the technology and will not risk this opportunity by changing sponsor pricing.
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