A race against time—literally.

We didn’t just host a motorsport event. We reinvented it.

Lap of Legends brought together seven Formula 1 cars—one driven in real life, the others controlled by AI avatars of racing’s greatest icons. Broadcast across BBC, AMC, and ROKU in 31 countries, the race was part living history, part futuristic spectacle—and all joy.

Live on a real track. Against holograms. Against the odds.

Developed over two years, the one-hour global special fused cutting-edge holography, real-time simulation, and performance data from the likes of Ayrton Senna and Michael Schumacher to create a once-impossible showdown. A world-first in sports entertainment.

The result was more than a race. It was a cultural moment.

• 4.5B+ global impressions

• $20M+ in earned media

• 1-hour broadcast event simulcast on 3 major networks

• Widely hailed as a new benchmark for live sport innovation

By transforming motorsport into a mixed-reality spectacle, Lap of Legends did what Michelob ULTRA does best:
Turn passive spectators into passionate fans—because joy wins.

And It’s Only Worth It If You Enjoy It.