The 2022 F1 season hasn’t been the way the McLaren F1 team would have wanted. Eyeing a competitive fight with Mercedes, Red Bull, or Ferrari, the team from Britain saw themselves fall behind. However, the Woking-based team made sure they keep themselves ahead in technology, if not on track at least this year.

Ahead of the upcoming United States Grand Prix in Austin this weekend, McLaren, who are worth $750 Million currently, unveiled a new way to show off their sponsor. As the British technical expert Craig Scarborough shared on his official Twitter handle, “Today @McLarenF1 revealed an innovative alternative to sponsor stickers.”

Scarborough further shared in his post, “A display screen is fitted into the bodywork, that can switch the logo on demand. Developed by Seamless Digital @SPT_F1. I’ve seen their tech up close. Using paper-like display similar to kindle, the panel blends into the bodywork & appears just a like any other logo.”

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“But, can change based on inputs from the car, such as DRS, pitstops, fastest lap, or even just lap number. You could sponsor the team for a lap! Given the commercial gains it still has to fit into an F1 environment,” stated the post shared by the technical expert.

McLaren finds themselves battling Alpine for P4

McLaren F1’s primary target for this season remains the P4 spot in the constructors’ championship. After failing to keep up with the competition set by Red Bull, Ferrari, and Mercedes this year, the Woking-based team has no option but to compete with the French team.

Currently, McLaren has 130 points in their bag after 18 rounds. They trail Alpine by 13 points as the former Renault team is on 143 points after equal rounds of races. With four more races to go, it’ll be interesting to see how the Papaya team manages to overtake their French rivals.

McLaren had only one podium this season through Lando Norris who finished in P3 in Imola earlier this year. However, none of the teams have managed to pick up a win in the 2022 F1 season unlike 2021 when Esteban Ocon and Daniel Ricciardo picked up a win each in Hungary and Italy [Monza].

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As for team drivers, Lando Norris leads the other three in the driver’s standings. The Briton is in P7 with 101 points followed by Alpine’s Esteban Ocon in P8 with 78 points, Fernando Alonso in P9 with 65 points, and McLaren’s Daniel Ricciardo in P12 with 29 points.