McLaren applies new technology: 'One of the most exciting innovations'

The crux of the system is two screens placed in the cockpit of the car, one on each side of the driver. As a result, the dynamic sponsor images will therefore be clearly visible through the on-board cameras of Lando Norris and Daniel Ricciardo. On the screens, the names and logos of different sponsors can rotate, so McLaren has created more space for new sponsors.

For now, McLaren will only use the technology in first free practice, both this weekend and in the remaining three races. Should it prove a success, the team is likely to use the technology in other racing classes such as IndyCar and Formula E.

Developer hopes for wider applications

The system is being developed by Seamless Digital. CEO Mark Turner that he hopes this could be a stepping stone to further developments in terms of flexibility with sponsors on the cars. Seamless Digital also hopes to take the development to other areas, such as golf and motorsport. Turner called applying it to F1 cars "the trickiest place for innovation".

It is not unusual for teams to change the sponsors on their cars on a race-by-race basis. For example, in many Arab countries, alcohol brands are not allowed on the cars. Also, a team may choose to give a particular sponsor some extra attention, for instance if that sponsor has a strong connection with the country or circuit of that race. So this technology should be a first step in making such changes easier without having to change the livery.