Heineken has announced a new partnership with Formula 1 (F1) world champion, Max Verstappen, ahead of the 2023 season launch in Bahrain.

The partnership aims to engage the next generation of fans through a series of meaningful activities that focus on the responsible consumption of alcohol.

As part of the partnership, Verstappen will become Heineken’s official 0.0 ambassador and help encourage responsible consumption through sponsorship activations, including the ongoing ‘When You Drive, Never Drink’ campaign.

Verstappen will also be the face of Player 0.0, a new gaming initiative developed by Heineken and Verstappen.

The Player 0.0 initiative will give fans the opportunity to participate in a virtual racing experience, with winning gamers getting the chance to race against some of the world’s best drivers.

Commenting on his partnership, Verstappen, said: “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,” he said.

Additionally, Heineken has also announced a new partnership with Oracle Red Bull Racing and Heineken 0.0, which will deliver world-class entertainment and exceptional fan experiences where performance meets play.

The partnership aims to engage and connect with fans globally through Verstappen and the Red Bull Racing team, giving fans a behind-the-scenes look into the organisations.

Heineken’s responsible consumption campaign, ‘When You Drive, Never Drink,’ will also be supported by the partnership, which emphasises the importance of responsible drinking and encourages fans to never drink and drive.

On the team’s partnership, Oracle Red Bull Racing team principal, Christian Horner, said: “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,” he said.