Williams 'world champs' at The Race Media Awards

The team won Best Live Experience for its Williams Racing Fan Zones, developed in partnership with Kraken. These hubs, set up in key cities during the Formula 1 calendar, attracted nearly 200,000 visitors in 2024. They featured simulator racing, Q&A sessions with drivers and team principal James Vowles, and appearances from Williams Racing ambassadors.

Judges commended the initiative for 'removing barriers to make an experience that was truly accessible for all fans.' Lou Frangella, Head of Brand Partnerships at Kraken, emphasised the project's accessibility: “Fans travel from all over the world to experience the thrill and excitement of Formula 1 racing in person, many times sparing no expense.

"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 recognized by The Race Media Awards with this honour and look forward to raising the bar even further this F1 season.”

Williams also won Creative Content of the Year for Lap of Legends, a project produced with Michelob ULTRA. The hour-long television special featured Logan Sargeant competing against six former Williams drivers in a real-versus-virtual F1 race, using artificial intelligence and augmented reality. The initiative has already won multiple industry awards, including two Golds and two Silvers at the Cannes Lions International Festival of Creativity.

Ricardo Marques, Vice President of Marketing at Michelob ULTRA, highlighted the project's ambition: “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.”

Williams' Commercial Director, James Bower, described the team’s approach to content and engagement: “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," added Bower.