Max Verstappen signs Heineken endorsement deal

Dutch driver to promote low alcohol brand.

Red Bull Formula One driver Max Verstappen has signed a personal endorsement deal with brewing giant Heineken.


  • Verstappen to promote Heineken 0.0 non-alcoholic brand
  • Dutch brewing company will also partner with the Red Bull team

Context: Heineken has promoted the 'When You Drive Never Drink' campaign through Formula One since 2016, and this initiative will now expand to include both Max Verstappen and Red Bull Racing.

Comment: Verstappen said: “Being from The Netherlands myself, it is something truly special to partner up with an iconic Dutch brand like Heineken. 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.”

Coming next: The first activation to come out of this partnership will be 'Player 0.0', a gaming initiative designed to create a new virtual racing experience for fans culminating in winning gamers getting to race against some of the world’s best drivers.

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