OUR McLaren Racing brought to the Formula 1 tracks, in its cars, E Ink technology, which is used in devices for reading e-books Set on firegives Amazon.

This innovation is intended to change the way sponsor logos are displayed during races.

Formula 1 racing receives millions of investments annually. These values ​​come in part from the teams and car manufacturers that compete in the championship; however, most of the investment in teams comes from outside sponsors, local and non-endemic companies that are fighting to get their brand seen on tracks around the world in one of the most popular sports on the planet.

The introduction of these digital E Ink “panels” was an initiative by McLaren at the Austin, Texas, USA race, and they will be used until the end of the 2022 season.

With the help of the technology, the team will display their sponsors on the sides of the car and will be able to change them constantly throughout the race.

How does E Ink technology work in cars?

The idea for using the technology came from BMW and was shown as a prototype at CES 2022in SUV BMW iX Flow. Mundo Conectado can keep a close eye on the application of technology at the show, check it out below:

As you can see in the video, the technology works by covering the car with E Ink “electronic paper” similar to that used in e-books. McLaren has entered into a partnership agreement with the company Seamless digital to apply the technology to the MCL36 cars they use in the 2022 season. The technology does not interfere with the aerodynamics of the cars, being light, flexible and realizing this fluidity so that the sponsor logos change according to the desire of the team.

Craig Scarboroughwhich covers both technical and motorsport topics, explained how McLaren Racing has used the technology in US racing:

The introduction of these small displays to show to sponsors will revolutionize Formula 1 car advertising. Anyone who follows racing knows that this sponsorship space is very competitive and very expensive. With the addition of this new feature, managing these ads during races will provide sponsors with new branding opportunities.

The group has extended the rights to broadcast F1 exclusively on public and private television until 2025.
Broadcaster has been in charge of broadcasts since 2021 when Globo dropped this modality.

Via: GIZMODO

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