Here, we look at the brand endorsement deals, business ventures, and notable charity work of Dutch racing driver Max Verstappen.
In November 2019, Verstappen was announced as a brand ambassador for used car digital marketplace CarNext.com, with the deal kicking off in 2020.
The partnership sees Verstappen endorse the brand, appear in its campaigns, and collaborate with it on raising awareness about buying cars.
As one of his principal sponsors, CarNext.com has its logo featuring on Verstappen’s helmet during races and also on other head accessories during race weekends.
The energy drink conglomerate that owns the Formula One team Verstappen drives for has been a long-standing sponsor of the Dutchman. Verstappen often appears in Red Bull advertisements and endorses the energy drink brand via social media.
Also watch: Formula One 2023: Team Principals
In January 2022, Verstappen inked a deal with streaming service Viaplay. The partnership sees Verstappen serve as an ambassador for the brand, while the streaming service gets exclusive rights to document his life both on and off the track.
In September 2022, Verstappen extended his partnership with Viaplay following a multi-year agreement. The Viaplay logo has thus featured on Verstappen’s race helmet since the 2022 Singapore Grand Prix, and on his driver cap from the 2023 season onwards.
Verstappen’s role as a Viaplay brand ambassador is also extended to all Viaplay regions, with him now working with the streaming service to create exclusive content as well.
As part of the deal, his father and former Formula One driver, Jos Verstappen, also works with Viaplay as an analyst.
Also read: Max Verstappen extends Viaplay partnership
In February 2023, EA Sports signed a partnership with Verstappen, which sees the Dutchman work with the American sports video games developer and publisher to create content across its portfolio. Additionally, as a sponsor, EA Sports has its logo present on Verstappen’s race helmet.
In February 2023, Dutch beverage brand Heineken roped in Verstappen as an Official Brand Ambassador.
The partnership sees Verstappen promote responsible alcohol consumption along with being a part of the “Player 0.0” initiative, which is a virtual racing experience for the fans that allows them to race against some of the best in the world.
Also read: Oracle Red Bull Racing Formula One Team Sponsors 2023
Along with sponsoring his team, TAG Heuer has also sponsored Max Verstappen since 2016. Verstappen has been seen wearing TAG Heuer timepieces both on and off the track. His favourite TAG Heuer timepiece is a skeletonised Monaco in Red Bull colours.
TAG Heuer also honoured Verstappen with a special-edition watch at the 2024 Monaco Grand Prix.
In February 2025, Red Bull’s fashion brand AlphaTauri announced Verstappen as its global brand ambassador.
As per the agreement, Verstappen promotes AlphaTauri apparel, especially while travelling around the world during the Formula One season.
Dutch supermarket chain Jumbo signed Max Verstappen as a brand ambassador in 2016. The Dutchman appeared in multiple advertisements for the company, as well as select events organised by the supermarket, such as “Jumbo Racing Days”.
The Verstappen–Jumbo partnership concluded following the 2023 F1 season, with the Dutch brand confirming that budget constraints led to it pulling the plug on the deal.
In March 2018, Dutch cable operator Ziggo signed Verstappen as a brand ambassador. The three-year deal saw Verstappen endorse Ziggo via advertisements and make appearances on Ziggo Sports before and after a Grand Prix.
Verstappen also appeared on other Ziggo programmes, such as Formula One Cafe and Peptalk.
Dutch designer clothing company G-Star signed Verstappen as a brand ambassador in 2019. Verstappen appeared in multiple campaigns and advertisements for the brand and even collaborated with it to launch his own exclusive collection called “MAXRAW”.
In 2022, Max Verstappen launched an initiative called “Verstappen.com Racing” in collaboration with Red Bull, creating a one-stop platform “to bring different forms of motorsport together under one umbrella.” This initiative is aimed at promoting motorsport and offering support to both virtual and real-world racing teams.
Verstappen.com Racing also offers themed merchandise and a simulator training programme.
In 2023, Verstappen invested in Team Redline — a professional simulator racing team. Verstappen not only has a stake in the team; he’s also part of their driver line-up.
Under the guidance of Verstappen.com Racing, Team Redline compete in esports championships and own a state-of-the-art facility in the Dutch city of Tilburg.
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