Heineken said it is partnering with Oracle Red Bull Racing driver and Dutch global F1 superstar Max Verstappen to champion responsible consumption through a series of "creative activations, including an exciting new gaming initiative: Player 0.0."
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 its '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 programs.