Sport
HEINEKEN® ANNOUNCES F1® WORLD CHAMPION MAX VERSTAPPEN AS NEW GLOBAL 0.0 AMBASSADOR AND A NEW PARTNERSHIP WITH ORACLE RED BULL RACING
The partnership, bringing together the number one Dutch beer alongside the number one Dutch driver, will aim to engage the next generation of fans through a series of creative and meaningful activities, focusing on responsible consumption.
First up will be Player 0.0 - an exciting new gaming initiative that Heineken® and Verstappen are working on together, to create a new virtual racing experience for fans culminating in winning gamers getting 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.
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 deliver exciting new lifestyle campaign moments in areas including music & gaming, and 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.
said
These new partnerships complement Heineken®'s existing association with Formula 1®, which has proven highly successful in growing the Dutch brand's global footprint as well as drinking occasions in targeted local markets.
Since entering the world of motorsport in 2016, Heineken® has been committed to real change around attitudes towards drink driving and re-launched their 'When You Drive, Never Drink' campaign back in May 2022 . 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 supporting these programmes.
Player 0.0 is a new gaming initiative that Heineken® is working on in collaboration with Max Verstappen , to continually innovate and engage fans through the world of sim racing.
Full information on Player 0.0 will be revealed later in 2023, when Heineken® officially launch the global initiative.
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