Given the importance on corporate social responsibility today, do sponsors ever see a backlash for partnering with events in countries where democratic values are just an illusion (Middle East countries)?
Great question! So far, it's hard to measure the exact backlash, especially when entire sports like golf and tennis are now so heavily backed by state investment. But I believe this will definitely face more scrutiny in the future—very similar to how sports eventually had to pivot away from tobacco sponsorships, and how they are currently reviewing gambling.
The digital livery is so interesting!. Switching logos mid-broadcast by territory is a genuinely new revenue model and could be a game-changer for sponsorship. Do you know when McLaren plans to roll it out?
Absolutely! It feels like a shift that takes DCO (Dynamic Creative Optimization) to a whole new level—liveries are essentially becoming moving websites!
As for McLaren's partnership with Seamless Digital, they ran a few isolated tests between 2022 and 2024, but nothing permanent just yet (or at least, I haven’t found more). That said, some media outlets have reported we'll see it a lot more in 2025.
Since Seamless specializes in Mobile Digital Out-of-Home (MDOOH) advertising for moving assets, McLaren has been the ultimate partner to prove this tech works at scale.
Great article Carla!
Given the importance on corporate social responsibility today, do sponsors ever see a backlash for partnering with events in countries where democratic values are just an illusion (Middle East countries)?
Great question! So far, it's hard to measure the exact backlash, especially when entire sports like golf and tennis are now so heavily backed by state investment. But I believe this will definitely face more scrutiny in the future—very similar to how sports eventually had to pivot away from tobacco sponsorships, and how they are currently reviewing gambling.
The digital livery is so interesting!. Switching logos mid-broadcast by territory is a genuinely new revenue model and could be a game-changer for sponsorship. Do you know when McLaren plans to roll it out?
Absolutely! It feels like a shift that takes DCO (Dynamic Creative Optimization) to a whole new level—liveries are essentially becoming moving websites!
As for McLaren's partnership with Seamless Digital, they ran a few isolated tests between 2022 and 2024, but nothing permanent just yet (or at least, I haven’t found more). That said, some media outlets have reported we'll see it a lot more in 2025.
Since Seamless specializes in Mobile Digital Out-of-Home (MDOOH) advertising for moving assets, McLaren has been the ultimate partner to prove this tech works at scale.
Here are some links if you want to go deeper
https://seamlessdigital.com/seamless-digital-and-mclaren-racing-bring-pioneering-digital-advertising-to-formula-1-cars/
https://www.motorsport.com/f1/news/mclaren-commits-to-race-in-f1-with-innovative-dynamic-sponsor-panels/10438354/