Dutch beverage brand Heineken has announced a double partnership with the Red Bull F1 team and their double World Champion Max Verstappen. While Heineken will join as an Official Team Partner of Red Bull, Verstappen will become an official Heineken 0.0 ambassador.
The partnership will see Verstappen work with Heineken on a host of activations, including a gaming initiative called “Player 0.0”.
“Player 0.0” is an upcoming gaming initiative on which Verstappen and Heineken will collaborate to create a new virtual racing experience for fans culminating in winning gamers getting to race against some of the world’s best drivers.
Heineken is also partnering with Red Bull and will work on a host of fan engagement activities. Through their partnership with both Verstappen and Red Bull, Heineken will promote responsible consumption.
On becoming a Heineken 0.0 ambassador, Verstappen commented:
“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.“
Christian Horner, Team Principal and CEO at Oracle Red Bull Racing, stated:
“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 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, Heineken Brand, 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.“
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