McLaren will be the first team in Formula 1 history to use branding from an Indigenous organisation.
Part of a new concept developed by McLaren in conjunction with its sponsor Smartsheet, the side of the MCL36 will feature a new ‘Sponsor X’ logo.
This has been done to help an organisation that lacks the financial strength a chance to generate funds and build awareness.
The Australian Grand Prix will witness this branding come on the McLaren in the form of DeadlyScience, which is a nonprofit firm that looks to provide educational resources to remote communities in Australia.
Corey Tutt, who is the founder of DeadlyScience, will be proud to see his organisation become the first Indigenous brand to feature on a Formula 1 car.
“It means the world for Smartsheet to donate this sponsorship and believe in the important work we are doing,” Tutt told Mumbrella.
“When the kids see DeadlyScience on the car, they’re going to know it represents them.
“I want people to get behind DeadlyScience as a community organisation, and really be proud of this grassroots charity that started off in the heart of Redfern.
“We want to make sure that every single child in this country has access to STEM [Science, Technology, Engineering and Mathematics] resources and the same opportunities as those in the city.
“I’m really excited to see Sponsor X come to life. A lot of this is going to change a lot of lives.
“The mob are really proud that we’re going to be on this car. And it’s just really exciting. And it’s a proud moment for me, my family and everyone that is part of DeadlyScience.”
As part of our sponsorship, we asked @McLarenF1 a simple question. What can a logo on a car actually accomplish? Help us support @DeadlyScience and let’s make this matter. #SponsorX https://t.co/HuTdHxQxQE pic.twitter.com/1ykkqAdGWi— Smartsheet (@Smartsheet) April 3, 2022
DeadlyScience will look to build on F1 exposure
DeadlyScience has done a great job so far, providing over 200,000 books and a lot of other materials to 100+ Aboriginal and Torres Strait Islander children across Australia.
The deal isn’t restricted solely to the car branding, as McLaren will feature DeadlyScience in its social media posts as well. Smartsheet will fund the expense that this entails.
McLaren boss Zak Brown is happy to tie up with such a brand.
“Smartsheet has revolutionised how we do business, and now they are doing the same with how they are activating their sponsorship; its leading edge for Formula 1,” he said.
“McLaren is proud of the work DeadlyScience is doing to inspire a new generation of scientists. Sponsor X is a bold way of pursuing progress–an idea that resonates with everyone at McLaren.”
McLaren will hope it can get amongst the points at the Australian Grand Prix after enduring a tricky start to the 2022 campaign.