McLaren CEO Zak Brown wants F1 to allow one-off liveries in certain occasions to make a bigger use for the sport’s appeal.

The current agreement between the series and the teams requires the F1 outfits to run the same livery on both the cars throughout the season.

In 1999 BAR wanted to run multiple tobacco sponsors on its two cars. But the FIA forbade them from doing so. So they ran a dual-sided livery with a zip painted in the middle.

Talking in the Motorsport Leaders Business Forum at London, Brown said re-evaluating the idea could have a lot of advantages.

He was recently asked if the teams should be allowed to run whatever colours they wanted. So, Brown said: “I think what you could see and what I would be supportive of, and it’s not currently allowed, is – and IndyCar does this, as does NASCAR – is changing paint schemes throughout the year.

“I still think I’d like to see it as two cars, but if you were going to Monaco and you have a big programme going with one your partners, and for that weekend you wanted to turn it in to a Dell Technologies car or whatever the case may be, but both would be the same [you could do that].

“So the fans still knew that’s McLaren, that’s Ferrari, whoever the team may be.

“I think that might be a new innovation with partnerships in Formula 1 that’s not quite to the extreme of seeing different cars in totally different liveries because I think those fans are more focused on the driver.”

But opening up the idea to allow each car to have a different livery would be too much, he admitted.

“I think [it doesn’t happen in] Formula 1 because each team is so recognisable by its livery,” he added.

“I think if you had 20 different liveries out there it might start to get confusing as to who is who, whereas in NASCAR the fans tend to be more driver-centric, so they’ll recognise Jimmie Johnson in the Lowes car, whereas they recognise Fernando Alonso in a McLaren.

“So I think the sport is different.”