Looking forward to the start of the season with tests in Bahrain the famous Dutch brand has formalized an agreement with Oracle Red Bull Racing and two-time world champion Max Verstappen. The pilot, who already shares the nationality with Heineken, will take on the role of ambassador to promote responsible consumption through sponsorships and campaigns, including the most famous "When you drive, don't drink". This is the first time Heineken has sponsored a single driver since Heineken began its relationship with F1 in 2016. The goal is obviously to give greater visibility and coverage to certain campaigns, not limiting itself to individual title sponsor races.
The partnership will aim to engage and connect with fans around the world through the pilot number 1 and the Austrian team, helping to give fans a 360° view of a winning team.
Verstappen's new mission
Who better to speak to the new generation than the idol of the new Formula 1 fans Max Verstappen? The Dutchman with his popularity and the two world championships he won has the strength of a real army with a global reach. Ideal for companies like Heineken, an iconic brand that has made itself fully available to promote important messages related to alcohol consumption and driving. A theme that especially affects the new generations, the most involved in accidents of this nature. Max Verstappen will be ambassador of Heineken 0.0, the soft drink of the Dutch brand, and will also have a role in the new initiative linked to the export world of Sim Racing, "Player 0.0". An exciting new game initiative to create a unique virtual racing experience for fans, culminating in players being able to race against some of the best drivers in the world.
“Being Dutch myself, – comments Max – collaborating with an iconic Dutch brand like Heineken is great. Anyone who knows me knows that I'm very determined and, as a rider, I don't want to leave room for mistakes. That's why I'm thrilled to join the 'When You Drive, Never Drink' campaign to help raise awareness of responsible drinking. And being an avid gamer and avid Sim Racer myself, I'm excited to be a part of the new in-development gaming initiative called Player 0.0."
The words of Christian Horner
"Every top team needs a set of great partners on their journey to success. We are incredibly excited to continue our journey to success and welcome Heineken as one of our global partners with their Heineken 0.0 non-alcoholic brand.”, said Red Bull team principal Christian Horner. “Already an important part of our global F1 family, Heineken 0.0 will now bring exciting and engaging entertainment options to our global fan base, both on the track and at home. "
Source statements: The Paddock Magazine
