A new technology will debut on Sunday evening at Iowa Speedway.

Lightz, a revolutionary advertising display system located in the wheel hubs of an Indy car, will make its first appearance in a Verizon IndyCar Series race aboard the No. 11 Chevrolet of Sebastien Bourdais during the Iowa Corn 300.

The KVSH Racing machine of Bourdais tested the technology during practice for the Honda Indy Grand Prix of Alabama at Barber Motorsports Park in April, but the system, developed by Speed of Light Media, will make its race debut during Sunday evening’s event at the 0.894-mile Iowa Speedway.

“This technology is truly a game-changer in racing advertising,” said Guy Margetson, Speed of Light Media founder. “Images can be pre-programmed and even changed during the race. The display is triggered automatically when the car is in motion. Illumination is bright, static and remains upright regardless of speed, resulting in highly visible advertising to both trackside and TV spectators.

“Motorsport media is ideal for product launches and brand awareness campaigns because it is targeted and measurable.”

The technology, which can also display competition-related information directly from the series, was developed in conjunction with teams across the paddocks of both the Verizon IndyCar Series and Formula One.

Speed of Light’s ultimate goal is to provide each IndyCar team with the system so that the entire field can display individualized advertising while on track.

Firestone and Cosworth will be displayed on Bourdais’ wheel hub system during the 300-lap race at Iowa Speedway, which is set to begin at 4:40 p.m. CDT.