F1 News: Logan Sargeant Takes On Racing Icons In Williams Collaboration With Michelob ULTRA - 'Lap Of Legends'

Lydia Mee | Apr 11, 2024

Lap of Legends - Williams Racing - Michelob ULTRA / Williams Racing - Michelob ULTRA

Williams Racing and Michelob ULTRA have unveiled 'Lap of Legends', a groundbreaking real versus virtual race featuring current and legendary drivers. 

Key Takeaways:

• 'Lap of Legends' is a pioneering event where current Williams driver Logan Sargeant races against virtual avatars of six F1 legends.
• The event utilizes advanced technology, including AI and augmented reality, to recreate the racing styles and techniques of past Williams champions.
• Fans can experience this thrilling race on AMC, BBC America, and The Roku Channel in the U.S., with international broadcasts spanning 28 countries.

'Lap of Legends' - Williams Racing - Michelob ULTRA / Williams Racing - Michelob ULTRA

'Lap of Legends', hosted by Jenson Button and Naomi Schiff, celebrates the illustrious history of Formula 1, showcasing the evolution of the sport and honoring some of its most iconic figures from Williams’ heritage.

This innovative event will see Logan Sargeant compete against the digital avatars of six F1 legends, including Mario Andretti, Nigel Mansell, Alain Prost, Damon Hill, Jacques Villeneuve, and Jenson Button. These virtual racers, created using state-of-the-art technology, will embody the essence of their real-life counterparts, mirroring their racing styles, strategies, and even their reactions to the dynamic conditions of the race.

Lap of Legends - Williams Racing - Michelob ULTRA / Williams Racing - Michelob ULTRA

Ricardo Marques, Vice President of Marketing for Michelob ULTRA, expressed his enthusiasm for the project, highlighting the brand's commitment to merging sports and innovation to create unique experiences. 

“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.

“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.”

The race leverages artificial intelligence and augmented reality to breathe life into the legends, analyzing over 720 races and 1,260 hours of footage to ensure the avatars accurately reflect the driving prowess of the champions they represent. 

'Lap of Legends' - Williams Racing - Michelob ULTRA / Williams Racing - Michelob ULTRA

As fans eagerly anticipate the premiere, Paul Asencio, Chief Revenue Officer of Williams Racing, reflected on the significance of the project. 

“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.

“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.”