Williams Racing and Michelob ULTRA Presents “Lap of Legends”

Published on
11 Apr 2024
Est. reading time
3 Min

The first-ever Real vs. Virtual Race will debut in a new one-of-a-kind television special on May 14 2024

Together with Michelob ULTRA, we’re excited to reveal a new television special “Lap of Legends”, that uses cutting-edge technology to enable Logan Sargeant to face off against six of the greatest Williams legends of all time, bringing fans even closer to the action.
In “Lap of Legends,” drivers from the past and present will come together for an epic showdown that celebrates the different eras of Formula 1 racing and the rich history of Williams Racing while spotlighting our roster of legendary drivers.
Heading into his second season, Logan will appear alongside six of the greatest F1 legends to ever hit the track to remind fans that even when the pressure is always on, we can all still enjoy the ride.
Sargeant will race against the virtual avatars of Williams Racing legends, including Mario Andretti (1978 F1 World Champion), Nigel Mansell (1992 F1 World Champion), Alain Prost (1985, 1986, 1989, 1993 F1 World Champion), Damon Hill (1996 F1 World Champion), Jacques Villeneuve (1997 F1 World Champion), and Jenson Button (2009 F1 World Champion) in this first-of-its-kind race.
“Michelob ULTRA has a history of merging sports and innovation to deliver on the brand’s point of view and offer unique experiences to fans everywhere,” said Ricardo Marques, Vice President of Marketing for Michelob ULTRA. “We couldn’t be more excited to bring ‘Lap of Legends’ to Formula 1 fans and fans of the brand, so they can feel closer to the intensity and passion of this exciting sport through this unique piece of entertainment alongside some of the most iconic names in Formula 1 history.”
Made possible with the help of innovative technology, artificial intelligence, and augmented reality to bring legendary Williams Racing racers back to the track as virtual avatars, Michelob ULTRA analyzed every Grand Prix these legends raced in so these avatars can think, react, and drive just like the champions they represent.
The total research included more than 720 races, 1,260 hours of footage and 144,000 miles of racing to mimic the speed, racing style, technique, and strategy of these drivers and their cars. Everything that factored into these legends becoming icons on the racetrack was factored in to complete their virtual racer profile including, stamina, aggression, tire management, and reaction to the competition.
Michelob ULTRA developed a one-of-a-kind augmented reality helmet, which was tested on a track by legendary test driver, Ben “The Stig” Collins, and provided Logan Sargeant with a window into the virtual world of the legends competing with him on the track and fed him real-time information about the race.
The 15-lap race was captured using 28 individual cameras, including 4 car-mounted cameras, 1 in-helmet camera, 2 Alta 8 drones and 18 additional cameras around each of Silverstone Circuit’s 18 turns.
“Lap of Legends” will be co-hosted by Jenson Button and Naomi Schiff, former racing driver and Formula 1 analyst for Sky Sports, who will be speaking to each of the drivers about their careers and experience making this first-ever real vs. virtual race. The race was filmed across various UK locations, including the Williams Racing HQ and Silverstone Circuit, home of the British Grand Prix.
“It has been an amazing experience working with Michelob ULTRA to develop ‘Lap of Legends,’ and I cannot wait for viewers to see the hard work and incredible technology that has gone into producing this,” said Paul Asencio, Chief Revenue Officer of Williams Racing. He continued “To assemble the racing legends together that we have for this project takes something special, and it’s a true testament not only to the strength of the project but to the heritage and importance of Williams Racing to Formula 1.”
Fans can tune in to the premiere of “Lap of Legends” on Tuesday, May 14, on AMC, BBC America, and The Roku Channel at 10 p.m. ET / 9 p.m. CT in the U.S. The one-hour film will also be distributed across 28 countries around the world, including Canada, Mexico, Brazil, and more.
Watch to find out more...

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