Why a long-held tenet of F1 sponsorship is beginning to change

In a high-tech sport, static branding is so last century – dynamic advertising is coming to a Formula 1 car near you soon, according to MARK GALLAGHER

Updated Jan 3, 2024, 1:37 PM

F1 cars have long been described as mobile billboards, an advertising platform which just happens to circulate at 200mph in front of a global TV audience. For six decades sponsors and teams have negotiated and argued over which spaces on a car, driver or team are best – from sidepods to engine covers, rear wing endplates to wing mirrors and all points in between.

For a sport dedicated to movement, sponsors have had to inhabit a rather static environment, one that has changed little since those early days of oil and tobacco sponsors in the 1960s.