HEINEKEN® announces F1 World Champion Max Verstappen as new global 0.0 ambassador and new partnership with Red Bull Racing

22-Feb-2023 - Netherlands

With less than two weeks to go until the start of the 2023 season in Bahrain, Formula 1® global partner Heineken® has announced a new worldwide partnership with Dutch F1® superstar Max Verstappen that promises to deliver another exceptional racing season.


HEINEKEN® announces F1 World Champion Max Verstappen as new global 0.0 ambassador and new partnership with Red Bull Racing

  • Heineken® is pleased to announce its partnership with Oracle Red Bull Racing driver and Dutch F1® superstar Max Verstappen ahead of another exceptional racing season
  • Verstappen will promote responsible consumption as an official Heineken® 0.0 ambassador
  • The partnership, which brings together two Dutch icons, aims to engage the next generation of fans through a range of creative activities, including an exciting new gaming initiative, Player 0.0
  • Since entering Formula 1® in 2016, Heineken® has been promoting ,,When You Drive Never Drink" through high-profile partnerships in motorsports
  • Heineken® also announces partnership with Oracle Red Bull Racing, bringing together two innovators and giants of the sport

The partnership, which brings together the number one Dutch beer with the number one Dutch driver, aims to engage the next generation of fans through a series of creative and meaningful activities focused on responsible consumption.

It kicks off with Player 0.0 - an exciting new gaming initiative that Heineken® and Verstappen are working on together to create a new virtual racing experience for fans, culminating in winners being able to compete against some of the best drivers in the world.

Verstappen, the current world champion, has also been announced as an official ambassador for Heineken® 0.0 to promote responsible drinking through a range of sponsorship activities, including the ongoing "When You Drive, Never Drink" campaign.

Max Verstappen, current F1® world champion,said, "Being from the Netherlands myself, it is very special to work with a legendary Dutch brand like Heineken. Those who know me know that I am very determined and I don't want to make any mistakes as a driver. That's why I'm delighted to be part of the ,,When You Drive, Never Drink" campaign to raise awareness about responsible alcohol consumption. And as an avid gamer and passionate sim racer, I'm thrilled to play a role in the new gaming initiative called Player 0.0."

Heineken® also officially announces its partnership with Oracle Red Bull Racing and Heineken® 0.0 - the perfect combination to bring fans world-class entertainment and exceptional experiences where performance meets gaming. The two global brands will also deliver exciting new lifestyle campaign moments in areas such as music and gaming, and support Heineken®'s responsible drinking campaign, "When You Drive, Never Drink. The goal of the partnership is for fans around the world to connect with the driver and the No. 1 racing team in Formula 1®, giving them a behind-the-scenes look at a world-class racing team.

Christian Horner, Team Principal, Oracle Red Bull Racing said,,Every great team needs a number of great partners to support them along the way and we are incredibly excited to have Heineken® as one of our global partners with their non-alcoholic Heineken® 0.0 brand to take us to the next level. Heineken® 0.0 has become a big part of the F1® family around the world, providing exciting and engaging entertainment for our global fan base, both on the track and at home. We can't wait to work with them again and see the exciting opportunities we can bring to our fans this season."

These new partnerships complement Heineken®'s existing association with Formula 1®, which has proven highly successful in increasing the Dutch brand's global presence as well as beverage offerings in targeted local markets.

Bram Westenbrink, Global Head of the Heineken® brand said, "We are very pleased to be working not only with the reigning world champion, but also with the team behind him, i.e.Oracle Red Bull Racing. Max is a Dutch and worldwide icon. He is the perfect ambassador for Heineken 0.0; his passion on and off the track - in the sim racing community - will extend our message into the world of gaming with Player 0.0 and help us promote responsible alcohol consumption."

Since entering the world of motorsports in 2016, Heineken® has been committed to driving real change in attitudes toward drinking and driving, relaunching its ,,When You Drive, Never Drink" campaign in May 2022. Heineken® has always been committed to responsible drinking. Global motorsport partnerships now provide a powerful platform to destigmatize responsible alcohol consumption. In addition, Heineken® has committed to invest more than 10% of its total media budget to support these programs.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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