Double Win for Williams at The Race Media Awards

Williams Racing today celebrates success across two categories at The Race Media Awards, recognising the team’s fan-focused approach to Formula 1.

Taking the titles of Best Live Experience and Creative Content of the Year, this duo of awards highlights Williams’ dedication to creating new ways of interacting with its growing global fanbase.

The innovative Williams Racing Fan Zones presented by Kraken took the title of Best Live Experience. These vibrant hubs, located in key cities across the F1 calendar, offer memorable experiences for fans away from the track - including simulator racing and Q&A sessions with drivers, Team Principal James Vowles, and Williams Racing ambassadors.

Providing unrivalled opportunities for fans to connect with the team and sport, the Fan Zones are free to enter and welcomed almost 200,000 visitors in 2024. Delivered alongside our partner FanCapital, the judges praised the way they "removed barriers to make an experience that was truly accessible for all fans".

“Fans travel from all over the world to experience the thrill and excitement of Formula 1 racing in person, many times sparing no expense," Lou Frangella, Head of Brand Partnerships at Kraken, commented.

"Through our partnership with Williams Racing, and particularly our Fan Zones, we’ve been dedicated to delivering unparalleled and up-close access for those fans, completely for free – and with innovation at the forefront.

"We’re thrilled to have been recognised by The Race Media Awards with this honour and look forward to raising the bar even further this F1 season.”

The Creative Content of the Year award went to the already highly-decorated Lap of Legends, produced by Williams in partnership with Michelob ULTRA.

Showcasing the first ever real-versus-virtual F1 race, this hour-long television special saw Logan Sargeant face off against six legendary Williams drivers.

Using artificial intelligence and augmented reality to bring the showdown to life, this project broke new ground in fan engagement within the sport. It has already scooped two Golds and two Silvers at the Cannes Lions International Festival of Creativity, 11 London International Awards, 17 Clio Sports awards and the Content in Sport award from The Drum.

Ricardo Marques, Vice President of Marketing, Michelob ULTRA, shared: “It’s an honour for Michelob ULTRA to be recognised alongside Williams Racing for our first-of-its-kind collaboration on Lap of Legends.

"The mission was to bring our shared fans closer to the sport they love, while simultaneously showcasing the joy of racing. We’re proud to have accomplished that task and this award is a testament to the creativity and ambition of everyone involved in the project.”

Reflecting on the awards, James Bower, Commercial Director, Williams Racing said: “Williams is pioneering in its approach to content and fan engagement. We push boundaries using technology, innovation and creativity to evolve the way in which fans experience our sport.

"We’re proud to have been recognised for all the hard work that our team and partners put into these award-winning projects, and we look forward to creating many more unforgettable moments for our fans.”