Heineken announces Max Verstappen as new global 0.0 ambassador and a new partnership with Red Bull Racing

Heineken is delighted to partner with Red Bull Racing driver and Dutch global F1 superstar Max Verstappen ahead of what promises to be yet another exceptional racing season.

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Verstappen will be an official Heineken 0.0 ambassador to champion responsible consumption. The partnership, which brings together two Dutch icons, will aim to engage the next generation of fans through a series of creative activations, including an exciting new gaming initiative: Player 0.0.

Heineken has promoted ‘When You Drive Never Drink’ with the help of high-profile motorsport partnerships since entering F1 in 2016. Heineken also announces a partnership with Oracle Red Bull Racing – bringing together two innovators and giants of the sport.

With less than two weeks until the start of the 2023 season in Bahrain, Formula 1 global partner Heineken has announced a new global partnership with Dutch international F1 superstar Max Verstappen ahead of what promises to be another outstanding racing season.

The partnership between the most popular beer in the Netherlands and the most popular driver in the Netherlands aims to get the next generation of fans involved through a series of creative and meaningful activities focusing on responsible drinking.

First up will be Player 0.0 – an exciting new gaming initiative that Heineken and Verstappen are working on to create a unique virtual racing experience for fans, culminating in winning gamers to race against some of the world’s best drivers.

The current world champion, 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.

Max Verstappen, the current F1 world champion, said:

Being from the Netherlands myself, partnering up with an iconic Dutch brand like Heineken is exceptional. 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 join 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.

Christian Horner, Team Principal Oracle Red Bull Racing, commented:

Any great team needs a series of great partners to help support them on their journey, and we’re incredibly excited to add Heineken as one of our global partners with their no-alcohol brand Heineken 0.0 to help take us to the next level. Heineken 0.0 has become a big part of the F1 family worldwide. It gives our fans around the world exciting and engaging ways to have fun at 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 growing the Dutch brand’s global footprint and drinking occasions in targeted local markets.

Bram Westenbrink, Global Head Heineken Brand, added:

We are incredibly excited to partner with the current world champion and the team behind him in Oracle Red Bull Racing. Max is a Dutch and global icon. He is the perfect ambassador for Heineken 0.0; his passion, both on and off the track – in the Sim Racing community- will expand our message into the gaming world with Player 0.0 and help in our push to encourage responsible consumption.

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. The two global brands will also provide exciting new lifestyle campaign moments in areas including music & gaming. They will also support Heineken’s responsible consumption campaign, ‘When You Drive, Never Drink’. The partnership will aim to engage and connect with fans globally through the number 1 driver and race team in F1, helping give fans a view behind the curtain of a world-class racing team.

Heineken has been committed to real change in attitudes toward drink driving since entering the world of motorsport in 2016 and will re-launch their “When You Drive, Never Drink” campaign in May 2023. Heineken has always advocated responsible consumption, with global motorsport partnerships now providing an effective platform to destigmatize responsible drinking. On top of this, Heineken has committed to investing 10%+ of all media budgets to support these programmes.



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