Formula One world champion Max Verstappen has agreed a personal endorsement deal with games producer Electronic Arts (EA) Sports.
Contract:
- Verstappen’s race helmet will feature EA Sports branding during the upcoming 2023 season
- Red Bull Racing driver will also feature in content across EA Sports channels
Context:
EA Sports has published Formula One’s official video game since regaining the licensing contract in 2021 by acquiring Codemasters, which previously held the rights. Verstappen is passionate about gaming in motorsports, he owns his own esports outfit, Team Redline, and has participated in several virtual endurance events.
Comment:
“Max is a tenacious competitor and true champion who shares a deep love of games and play,” said Andrea Hopelain, senior vice president of brand for EA Sports.
“As he races into Formula One history, we are excited to collaborate with him as one of the best athletes in the world to bring more fans together through our EA Sports experiences.”
Coming next:
Verstappen placed 33rd in the 2022 SportsPro 50 Most Marketable athletes list and as one of Formula One’s biggest names, he will certainly see his profile grow further.
Go deeper:
Red Bull and the FIA: What the budget cap breach means and why F1 is at a tipping point
Behind the helmet: What makes Hamilton, Verstappen and Leclerc F1’s most marketable drivers?