Mid-February saw Oracle Red Bull Racing and driver Max Verstappen become Heineken partners with the current Formula One (F1) champion unveiled as an official Heineken 0.0 ambassador and to champion responsible consumption.
The all-Netherlands tie-up sees the Dutch beer giant and the Dutch Formula 1 driver team up to engage fans through an ongoing, season-long series of creative activations: the first of which is the ‘Player 0.0’ gaming initiative – a new virtual racing experience for fans which builds towards winning gamers racing against the world’s best drivers (including current World Champion Verstappen).
The game hasn’t yet begun, but the athlete endorser and beer brand alliance sought to build awareness and drive sign-ups for the gaming activation by teasing it socially with video and image content from 20 February running across both Oracle Red Bull Racing and Heineken’s digital and social platforms, as well as on the driver’s personal platforms.
“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,” said Verstappen in the campaign launch PR. “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.”
“We are incredibly excited to partner with not only the current world champion, but also the team behind him in Oracle Red Bull Racing,” commented Heineken Globa Brand Head Bram Westenbrink. “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”.
Heineken’s partnership with the Oracle Red Bull Racing Team will see the duo create fan experiences and new lifestyle campaigns across the sport, motor racing, music and gaming space.
Oracle Red Bull Racing Team Principal and CEO Christian Horner added: “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.”
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This is a partnership that brings together two Dutch icons – a global brand heavyweight and a world champion sports star – aiming to engage a new, young generation of fans through creative activations and gaming initiatives.
Follows on from previous F1 driver fronted campaigns such as its 2022 ‘The Night Is Full Of Great Drivers’ responsible drinking initiative with Daniel Ricciardo.
Heineken has long been a major sponsor of F1 with an official global partnership dating back to 2016 and this deal with the series rights owner is boosted by race title sponsorships with the Italian Grand Prix at Monza and the new, inaugural 2023 ‘Las Vegas Grand Prix’ under its Heineken Silver brand.
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