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McLaren given FIA clearance to run innovative sponsor idea

The team will be able to use their dynamic branding technology on the MCL60 from the Bahrain Grand Prix onwards.

McLaren has been given the go-ahead by the FIA to run their digital stickers on the MCL60 from the Bahrain Grand Prix. The team trialed the innovative sponsor idea during practice sessions towards the end of last season, which sees the team running a two-display system around the cockpit of their car that can switch logos on demand. The 190g display panel created by Seamless Digital blends into the bodywork and can be changed to show information lap-by-lap or based on driver inputs, including DRS activation, pit stops, or achieving fastest laps. "From the Bahrain Grand Prix onwards, dynamic branding technology (created by Seamless Digital) will run on the MCL60 in all sessions throughout the season, including Grands Prix," said a team spokesperson. "The two-display system around the cockpit was introduced as a test item during Free Practice at the 2022 United States Grand Prix and will now feature on the MCL60 at every event during the 2023 season. "This weekend's Bahrain Grand Prix will mark the first time the technology has operated during an F1 race. The displays will rotate through different branding options for McLaren team partner, Google Chrome."

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