The Future of Formula 1 Advertising: Dynamic Branding Technology

6 min readDec 26, 2023

Formula 1 is a sport that thrives on innovation, both on and off the track. The latest breakthrough in the field of marketing is the introduction of dynamic branding technology, which allows teams to change the logos and messages on their cars in real time.

This opens up new possibilities for creativity, flexibility and value for teams and partners.

McLaren is the first team to debut this technology, in partnership with British company Seamless Digital. This tech company has pioneered the use of lightweight, low-energy screens which enable sponsors and their messages to appear, disappear or change at will.

It has worked with McLaren since 2022 and, after successful testing, will be used by AlphaTauri during the next season.

How Is It All Done?

A prototype display is built and presented to Formula One Management, demonstrating how screens could be used to not only display sponsor brand names, but specific messaging, focusing on certain moments during a race or over the course of a weekend.

The dynamic panels, which are fitted in sections along either side of the cockpit and are visible from onboard cameras, allow the team to change the branding on the car as it chooses.

For example, during Friday practice sessions starting with the United States Grand Prix, McLaren showcased logos related to its Google partnership, such as Android and YouTube.

The technology is not limited to Formula 1, however. Seamless Digital has also developed a version that can run on the drivers’ helmets, and plans to expand its use to other motorsport categories and sports in the future.

The company claims that the technology is lightweight, durable and energy-efficient, and can display high-resolution images and videos.

The benefits of dynamic branding are manifold.

Teams and sponsors can work to tailor messaging, adding an entirely new dynamic to the business of communicating with race-goers and viewers.

For teams, it means they can offer more exposure and variety to their sponsors, and tailor their messages to different markets, audiences and situations.

For example, if a race is under a safety car or a driver is in the pits, the branding could change to reflect that. For sponsors, it means they can leverage the global reach and popularity of Formula 1 to promote their products and services in a more engaging and relevant way.

A champagne brand could appear on the car when the driver has scored a podium finish, or a water brand each time the driver hydrates during the race. The degree of personalisation is almost endless, as well as instantaneous

For fans, it means they can enjoy a more immersive and interactive experience, as they can see different brands and messages on their favourite cars and drivers.

Dynamic branding is not only a game-changer for Formula 1 marketing, but also a reflection of the sport’s spirit of innovation and excellence.

As McLaren Racing executive director, brand & marketing, Louise McEwan 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.”

So Where is Red Bull In All Of This?

While there is no specific mention of Red Bull using dynamic branding on their Formula 1 cars, their innovative marketing strategies suggest they could potentially adopt this technology in the future.

Red Bull’s marketing is closely tied to sports, extreme performance, and victory. The brand has become synonymous with the Formula 1 cars, skateboards, and record-breaking parachutes.

Red Bull’s F1 dominance has a significant impact on the marketing of their beverage company. Christian Horner, the team principal of Red Bull Racing, stated that their advertising during the 23 race weekends a year is the biggest marketing impact that the beverage company has.

Given Red Bull’s innovative marketing strategies and the benefits of dynamic branding, it would not be surprising if they decide to adopt this technology in the future.

However, as of now, there is no official information available on Red Bull’s approach to dynamic branding in Formula 1.

Challenges

The technology has to meet the demands of race teams, which typically dislike anything that adds weight or consumes power, and to meet the strict compliance of organisations such as Ofcom, the UK’s communications regulator. For eg, Branding which covers more than 25% of a broadcaster’s screen is not permitted.

“If there was no weight issue we could provide a display on an engine cover or nose cone,” says Turner CEO of Seamless Digital. “That’s one of the reasons teams are depleting the use of colours on cars as the lightest paint liveries are now 1kg, the heavier ones around 3kgs. The displays we currently use are less than 100 grams and our primary focus has been the cockpit area as on-board shots account for around 20% of media value.”

Turner’s team of 15 staff are also working on applying the displays to helmets, with hardware weighing as little as 18 grams, while other potential applications in sport include NFL helmets, cricket bats and even MotoGP leathers.

Final Thoughts

Formula 1 is a sport that never stands still, and dynamic branding is the latest example of how it continues to evolve and adapt to the changing world.

As the sport enters a new era of regulation, competition and sustainability in 2024, dynamic branding could play a key role in enhancing its appeal and value for teams, partners and fans alike.

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