Formula One world champion Max Verstappen and his Oracle Red Bull Racing team are partnering with Heineken to promote the alcohol brand’s message of ‘When You Drive, Never Drink’.
Verstappen becomes an official Heineken ambassador, as well as the Red Bull F1 team becoming an official partner. The partnership will include a series of creative activations, including a new gaming initiative ‘Player 0.0’ to enhance fan engagement, with the focus on responsible alcohol consumption.
The Player 0.0 initiative will be a collaborative project between Heineken and Verstappen to create a new virtual racing experience for fans to race against some of the world’s best drivers.
Verstappen commented: “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 and the Red Bull team will also look at delivering a “new lifestyle” campaign in sectors such as gaming and music to bolster the company’s responsible drinking message, looking to give fans a ‘behind the curtains’ insight into the current F1 Constructors champions.
“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,” said Christian Horner, Team Principal at Oracle Red Bull Racing.
“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 has become a huge part of the F1 family across the globe, providing exciting and engaging entertainment opportunities for our global fanbase, both at track and at home. We can’t wait to work with them once again and see the exciting opportunities we can bring to our fans this season.”
Bram Westenbrink, Global Head of Heineken, added: “We are incredibly excited to partner with not only the current world champion, but also 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 world of gaming with Player 0.0 and help in our push to encourage responsible consumption.”