McLaren expands 'advertising opportunities' with screens on car and helmet

At McLaren, not enough money can flow in from sponsors and advertisers, looking at the team's latest development. McLaren will use displays on the new MCL60 in 2023 to alternate sponsor names.

McLaren is breaking new ground when it comes to advertising. The team was already experimenting with the new concept in October 2022, and McLaren looks set to use the new idea in 2023. On both the new car and on the drivers' helmets, screens have been placed that provide a dynamic way of advertising.

New sponsors will appear on the screens after certain time periods. One novelty we see in the video below is that dynamic advertising is also being used on the helmets. 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.