i think the lap timer and other sport features are under that menu.. like harder suspension and gearchange settings..
by the way you know that AMG logo that comes up at start in the S65.. that could be done for all cars with the large command system..
here is how you do it.. and if it works please let me know

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AMG STARTUP SCREEN (3-5-7 trick)
A. Turn on the COMAND and select CD
B. Press and hold the "5" first then press and hold "3" and "7" -- all at the same time for about three seconds
C. This opens a menu with keyboard choices. Scroll down to the AMG and select
D. Press "Back" to the main menu
E. Turn off the COMAND
F. Turn off your car for at least five minutes, so that the change takes effect
(You may have to do these steps several times)