McLaren F1 Team has taken Formula 1 advertising to the next level by introducing the first-ever digital advertising on the bodywork of a Formula 1 car. The team, which is sponsored by Google, has integrated electronic ink technology into the bodywork of its MCL60 2023 model, turning it into a moving billboard.

The Concept

The idea of introducing digital advertising into the highly competitive world of Formula 1 may seem like a challenge. However, McLaren’s engineers have developed a unique concept that combines electronic ink technology with the lightweight and robust carbon fiber bodywork of the MCL60. The result is that certain parts of the car’s exterior can now display high-resolution, eye-catching adverts.

The Technology

The electronic ink technology, which is similar to that used in Kindle devices, is highly functional, efficient, and lightweight. The E-Ink screens are located beside the cockpit, in the line of sight of the onboard cameras. This means that the ads are highly visible during the race and can be changed in real-time.

The Benefits

The integration of digital advertising into the MCL60 not only offers a unique way to showcase sponsors, but it also provides additional revenue streams for the team. The screens are located in high visibility areas, providing maximum exposure to sponsors.

Furthermore, the technology used in the screens is highly energy-efficient and lightweight, meaning that it has no impact on the car’s aerodynamics. The screen adds only 190 grams to the car’s weight, making it easy to accommodate in the team’s overall design.

The Future

With the MCL60, McLaren has set a new standard for Formula 1 advertising. The technology offers an exciting new way for sponsors to showcase their brands to a global audience. It remains to be seen how other teams will respond to this new innovation. However, it is clear that digital advertising has a bright future in the world of motorsport.


McLaren’s introduction of digital advertising in Formula 1 marks a significant milestone in the sport’s advertising history. The integration of electronic ink technology into the car’s bodywork offers a new way for sponsors to showcase their brands to a global audience. This innovation has opened up new revenue streams for teams and has the potential to change the advertising landscape of the sport.