Digital display screens on bikes may soon be used for in-race advertising

New technology may allow race advertising to become more dynamic and valuable to sponsors.

Sponsorship is a vital source of revenue powering motorsport racing across the world, and it makes sense that sponsors want the greatest possible visibility.

We’re used to seeing logos on cars and motorcycles, as well as overalls and driver’s helmets. But one company have developed a digital alternative.

British company Seamless Digital have developed screens which can be mounted onto cars and motorcycles and would allow for advertisements to change during a race.

The first tests have already been carried out in collaboration with McLaren, who have began testing in secret in 2021 before showing the screens in October 2022 at the United States Grand Prix.

Although initially the focus appears to be on cars, the technology is bound to be of interest for the motorcycle sector. Space for sponsor branding is even more limited on motorcycles, so the Seamless Digital screens offer an opportunity to intersperse advertising and provide greater value to partners.

The 2-display system used by McLaren is lightweight at 190 grams and can be powered by a small battery.

Matt Dennington, Executive Director of Partnerships at McLaren Racing, said: “We’re excited to see the panels feature for the first time at the US Grand Prix in Austin. The technology will really allow our partners to maximise their reach, while enjoying a level of flexibility in key messaging that’s simply never existed in F1 before. We’re proud to be able to push the boundaries for partners, starting with the practice sessions on Friday.”

Lou McEwen, Executive Director of Brand & Creative at McLaren Racing, said: “F1 branding can be such a powerful marketing and fan engagement tool, so we’re excited to be the team helping to take the next step forward. Allowing a partner to change their branding dynamically, including key messaging and linking it to broader campaigns, will open the door to even more opportunities to think creatively and bring our partnerships to life.”

For now, it’s early days, but if McLaren adopt these screens for the 2023 F1 season as planned, we wouldn’t be surprised to see the motorcycle sector follow their lead.

Learn more about Seamless Digital here.