McLaren launched a revamped version of its website destined to immerse fans into the heart of the team with rich content and social media integration.
The new interface and concept will be all about enhancing the fan experience with the help of relevant and interactive content.
"At McLaren, we’re all about putting our fans first, and I’m enormously proud that we’ve redesigned our website with an approach that puts our fans front and centre," says McLaren executive director Zak Brown.
"The essence of Formula 1 across digital and social media is the constant delivery of information and entertainment, so the introduction of TEAMStream is particularly timely, and will really resonate with our fans, who are constantly monitoring our feeds for updates and info.
"For our partners, it offers the opportunity to provide deeper and more engaging content. And all of this comes without any let-up in the content that’s made our website the benchmark of the sport – superbly written features, columns and blogs, and incredible photographic and video content."
The initiative will also open up new opportunities in the commercial market place, according to Rob Bloom, head of digital and social media at McLaren.
"McLaren was the first Formula 1 team to launch a responsive site back in 2013, and we were also the first to launch a mobile app which curated all stories around the brand," explained Bloom.
"We’re now the first Formula 1 team to completely repackage our online experience for fans, with a mobile-first philosophy at the core, and more exciting initiatives to follow during 2017."