With less than two weeks to go until the launch of the Formula 1 season, Heineken announced a new worldwide partnership with world champion Max Verstappen.
The partnership, bringing together the number one Dutch beer alongside the No. 1 Dutch driver, will aim to engage the next generation of fans through a series of creative and meaningful activities, focusing on responsible consumption.
First up will be Player 0.0 – a gaming initiative that Heineken and Verstappen are working on together, to create a new virtual racing experience for fans culminating in winning gamers getting to race against some of the world’s best drivers.
Verstappen has also been announced as Heineken’s official 0.0 ambassador to help encourage responsible consumption, through a series of sponsorship activations including the ongoing ‘When You Drive, Never Drink’ campaign.
“Being from The Netherlands myself, it is something truly special to partner up with an iconic Dutch Brand like Heineken,” said Verstappen. “People who know me, know that I am very determined and as a driver I do not want to leave any room for error. That’s why I am excited to become a part of the ‘When You Drive, Never Drink’ campaign to help raise awareness for responsible consumption. And being an avid gamer and passionate Sim Racer myself, I’m thrilled to be playing a part in the new gaming initiative being developed called Player 0.0.”
Heineken also officially announces a partnership with Oracle Red Bull Racing and Heineken 0.0 – the perfect pairing to deliver world class-entertainment and exceptional fan experiences where performance meets play.
These new partnerships complement Heineken’s existing association with Formula 1, which has proven highly successful in growing the Dutch brand’s global footprint as well as drinking occasions in targeted local markets.