How Digital Ads Are Revolutionising Formula 1: McLaren Leads the Charge
By Sophie Langford
Jun 09 2025, 4 min read
Welcome to the Fast Lane of Digital Advertising
For decades, Formula 1 has been the playground of engineering excellence, high-octane drama, and glittering sponsor logos. But as the sport shifts into a new gear, something very 21st century is happening: digital advertising is now speeding onto the grid.
Yes, we’re talking about real-time, dynamic branding—on the car, the helmet, and beyond. No more static logos glued on for the whole season. This is live, flexible, switchable advertising that adapts in the blink of an eye. And leading this thrilling transformation? McLaren Racing, of course.
From Stadium Boards to Speed Machines
You’ve probably seen perimeter boards and jumbotrons lighting up stadiums with rotating brand messages. But Formula 1? That’s an entirely different beast. The demands of extreme speed, searing heat, and slick aerodynamics made many think “nah, not possible.”
Turns out, it absolutely is.
McLaren, in partnership with Seamless Digital, has broken through the tech barrier by embedding sleek, robust digital panels onto their race cars—panels that change branding in real-time as the car zooms around circuits from Monaco to Melbourne. Google’s currently in the driving seat, flashing both Chrome and Android branding during races. It’s innovation meets adrenaline.
Curious where else this tech is popping up? Visit our Motorsport Advertising hub for the inside track.
The Science Behind the Speedy Switch
Let’s be clear: this isn’t just slapping a screen on a car. McLaren engineers and branding experts have painstakingly mapped out where to place these digital panels—taking into account the angle of onboard cameras, sponsor visibility, and of course, how they hold up under G-force, rainstorms, and track debris.
These aren’t regular LED screens; they’re battle-tested displays that function in extreme conditions—tested to survive heatwaves, downpours, and 300kph sprints. It’s like having a high-res billboard bolted to a rocket.
One Car, Multiple Messages
The magic of dynamic branding lies in flexibility. Imagine running multiple sponsor messages on a single car, throughout one race. Android in Lap 1, Chrome by Lap 25, and maybe a fan message by Lap 50? It’s all possible now.
And speaking of fan messages—McLaren is eyeing the possibility of letting fans send real-time cheers to display on the car. Talk about personalisation at top speed!
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Helmets, Golf Bags and the Next Frontier
If you thought digital ads on cars were cool, get ready for what’s next: driver helmets. That’s right—McLaren is working on placing flexible screens below the chin area of helmets. Soon, your brand could be riding shotgun with Lando Norris himself.
And it’s not just Formula 1. This innovation has massive potential across MotoGP, golf, and even esports, where branding is everything. At World Sports Advertising, we help brands explore these next-gen opportunities across every major sport—from the Premier League to the Cricket World Cup, and yes, even Formula 1.
Dive into our full range of sport-specific options, including:
This Isn’t the Future—It’s Happening Now
The first real look at this futuristic marketing came during the United States Grand Prix, where McLaren unveiled dynamic ads live on track. The response? Electric. Fans were wowed. Brands took notes. And the advertising playbook? Officially rewritten.
Mark Turner, CEO of Seamless Digital, puts it perfectly:
“If we can make it work in Formula 1, we can make it work anywhere.”
And that’s exactly what’s unfolding. From motorsport to mainstream sports, dynamic digital branding is here—and it’s not going away.
Buckle Up, Brands—It’s Time to Ride
At World Sports Advertising, we help ambitious brands break into the thrilling world of sports marketing—through perimeter boards, kit sponsorships, and now, dynamic digital ads in Formula 1 and beyond.
Want your brand seen by millions at 300kph?
Let’s make it happen. Contact us today and let’s talk sports, speed, and spotlight.
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