Williams Racing and Michelob ULTRA Unveil ‘Lap of Legends’: Real vs Virtual Race Featuring Current and Legendary Drivers

Williams Racing and Michelob ULTRA have joined forces to introduce ‘Lap of Legends’, a groundbreaking event that merges the worlds of real and virtual racing in a spectacular showdown. This innovative race will feature current Williams driver Logan Sargeant going head-to-head against digital avatars of six F1 legends, including Mario Andretti, Nigel Mansell, Alain Prost, Damon Hill, Jacques Villeneuve, and Jenson Button.

Utilizing cutting-edge technology such as AI and augmented reality, ‘Lap of Legends’ aims to recreate the unique racing styles and techniques of these iconic drivers, providing fans with an immersive experience like never before. Hosted by Jenson Button and Naomi Schiff, the event will be broadcasted on AMC, BBC America, and The Roku Channel in the U.S., with international coverage reaching 28 countries.

Ricardo Marques, Vice President of Marketing for Michelob ULTRA, expressed his excitement for the project, emphasizing the brand’s dedication to blending sports and innovation to create unforgettable experiences for fans. The race will leverage artificial intelligence and augmented reality to bring the legends to life, drawing from extensive race data and footage to ensure accuracy in their portrayal.

As anticipation builds for the premiere, Paul Asencio, Chief Revenue Officer of Williams Racing, reflected on the significance of ‘Lap of Legends’, highlighting the collaboration with Michelob ULTRA and the technological advancements that have made this event possible. The project not only celebrates the rich history of Formula 1 but also underscores the importance of Williams Racing in the sport’s legacy.

Fans can look forward to witnessing this one-of-a-kind race that pays homage to the past while embracing the future of motorsport, promising an exhilarating and unforgettable experience for all.