Original subtitles

Well,

the thing I love about Formula One is the driving part.

Of course, unfortunately, you don't get to drive actually that much compared to

what you do throughout the whole weekend.

Essentially, whenever he's not in engineering or in the car, we use his

marketing.

This is the business side of Formula 1, and of course I understand the business

side, but I think also what is most important is that you're just yourself,

know, not try to be anyone else or try to be portrayed in a different way. For

me, that doesn't work, because I think eventually it will eat up on you.

Max, you are a three -time world champion. That's absolutely

Very lovely.

People sometimes ask me, what do you do in your free time, and they expect you

to be something completely different to anyone else.

You know what I would like right now? Kebab.

I think my life off track has been very normal.

Nice and simple.

I think you'll probably see me just walking around with Max.

But that's probably the tip of the iceberg of what I actually do.

Is it okay?

It's so hard.

It is ironic that I make him do this the whole time, and then when it gets to

me, I'm like, oh, I can't do it.

Every media day with Max, I'll take him through what we're doing each day, but

it's pretty much, we're going, we're doing here, we're doing this, this,

this, and this. It's very top level.

I try to not really burn too much energy on it, I guess.

No, I mean, I know that's part of Formula 1 as well. There's some things

you're like, okay, well, whatever, you know, these things have to be done.

Every weekend is the same, which I think also makes it quite easy because you're

always talking about the same thing. So it's very repetitive in a way.

There's no faffing around, which I think helps with him because he's then like,

right, let's go. We'll move on to the next thing. Let's go to the next thing.

I think I would struggle a lot more if suddenly people start asking you a lot

new, different questions that you're not prepared for.

Then it probably gets a bit more tiring. But most of the time, like when I go to

interviews or whatever, I can already answer before I even hear the question.

I don't think Max is grumpy with marketing at all. And I think when he

grumpy about it, it's because he's had a lot to do. And I think he's very

reasonable.

In my mind, I'm already thinking about other things. You put your brain

so low that you're just thinking about other stuff.

Then we have an informal lunch, sign a contract.

And then we will inform the people internally that the partnership is

That's it. And then we are ready at half past three.

But what do you have to do?

Yes, we then have an interview with Erik van Haren.

Formula 1 magazine Andre, he is joining us.

And another platform for Heineken, an internal one.

And then on Monday it will be made world -famous.

The most important in working together is that you trust each other.

I've been very lucky and fortunate that basically Raymond is like family.

I mean, I know him since, well, he knows me since I'm born.

So that's very hard to find in F1, you know, that they have a manager and

someone taking care of business like that.

In the go -karting time, it was Jos who was taking care of the engines and

preparing the chassis.

Max was basically, of course, involved, but everything was prepared. And I think

even the swap from go -karting to car racing, everything was organized for

It's something, of course, that we talked about a lot also together with my

He raced enough once that he saw the world, and you discuss these kind of

things. We didn't have any sponsorship in that time.

We were driving for CRG factory. They supported us with chassis and tyres and

fuel. The engines I did myself.

So we didn't have to do anything like that. So it was an easy time for him.

Less bullshit.

Good afternoon. Hello.

Hello. Hello.

Good afternoon. Come on.

Yes, so we recently started a partnership with Heineken.

Heineken is of course a dream partner and a dream brand and is an iconic

And if I ever go on a pension, you'll come out.

Then you'll come out of there, so to speak.

It's very exciting because, you know, it's more, of course, also focused on

sim racing related stuff, because the Don't Drink and Drive campaign as well.

But, yeah, it's something that I have a lot of passion for.

OK, let's go.

What we normally do is we only sponsor competitions.

Like Champions League or like the F1. But if you look in the situation of Max,

we were looking for an ambassador for 0 -0. But what's also really important,

Max is always extremely clear.

He always knows what he stands for. So it all came together and that's why we

said, okay, this is the reason why we should change our internal policy and go

for a sponsorship with Max.

Red Bull was talking with a competitor of ours.

But when we heard it was really serious, we said, this cannot happen. Because if

a competitor closes a deal with Red Bull, we cannot have a deal with Mark.

Yes, there were some competitors who were interested to do something.

They were very close in closing a deal.

We basically had to act in a weekend extremely fast, and normally these

take very long. But then you have to go in the weekend time to put the puzzle

together with Red Bull Racing's interest, Heineken's interest, and of

interest of Max to broker a deal.

That everyone is happy with the deal that is on the table.

Yeah. I will, of course, not tell you exactly how much you are paying.

No, no, no. We agreed that even with not Bevinik or any other partnership, we

don't disclose any numbers.

But I can assure you it's a market value condition. So I think it's a good deal

for everyone involved.

Market value condition.

Everything that we do is market value conditions.

Yeah, to work with Raymond.

No, Raymond, of course, has a reputation. But I must say, I worked

well with him. But if Raymond calls, I will first tell him what's up. I don't

hope it's going to cost more money because it's enough now.

Fantastic. You now have a break. I like it. Max, we've been interviewed.

Well, that's a little bit. There we are. Okay. Hey, super.

We'll see you on the other side. Yeah.

What time is it?

Half past five.

Oh yes, look at that.

What is it?

That's my doll with Call of Duty. Oh, that looks good.

Nice,

isn't it?

Not that name, you have to blur it out.

My name is on top of the yellow.

What the

fuck are the cats doing?

I think there are always risks involved when you associate

your brand in sponsorships and with athletes even more because it's one

You can imagine if Max said something really strange.

in the media that sometimes people will say, hey, is it okay to associate

yourself with it?

He's extremely an honest guy. He speaks his mind and he's always extremely

clear. And I think that works extremely well with a message like when you drive,

never drink. And I'm sure he's going to give his opinion about Vegas as well.

As a real...

I think F1 lover, I prefer to, you know, drive at Spa, Sunford, Suzuka, the real

tracks, you know, where an F1 car really comes alive in the high -speed corners.

For me, that's where a car, you know, you really push yourself to the limit.

can really feel the downforce of a car.

Max is the boy next door, you know. He's down to earth. He's not a showman. He

loves to drive, but he understands that.

Of course, the business side of Formula 1 is very important. In the end, that's

financing the whole game.

If I have this one, it's important.

No, but it looks a little different outside.

Nice, man.

I think if you run hard against it, you'll go through it.

Oh yes,

you really go through that.

This one is really a bit too big. You don't have to do that. You can do that

nothing fits.

Number one thing is he needs to focus on the F1 races and it's an extreme

business schedule so we will not interfere in that with commercial

For the rest, he's quite open -minded.

I don't think we should do dangerous stunts, so with Max, I don't think that

would be a good idea.

You know, you've had fun things to do and some things I'm not very comfortable

with, and I think we are at a stage where you pick the ones that really suit

and that work well together, right?

So basically what's going to happen is we're going to start off, he's like,

well, who's driving tonight?

And then Amy's going to say, well, who's the best driver? And then we land on

you. You're like, oh, and then you turn back.

Okay. Here we go. Everybody have fun.

Roll sound.

And action.

Guess who's driving.

When we shoot a commercial, he is Max Verstappen. Of course, he's

playing a role, but he is himself.

He's going out with friends. He's driving cars.

The deal is about Max.

They can use Max in the authentic way. So Max is not Jones Clooney. He's not an

actor. They want Max's image, his look and feel to promote their brand.

Okay, we'll keep rolling. Let's do it again.

Long day, yeah. But at the time, you know, I don't really think about what

outcome is.

Max, we'll do one where you take a sip for a start.

So a shrug and then a sip.

I mean, I'm not an actor, so for me, doing all these kind of things is

more mentally draining than I would be sitting in a race car for the day.

Because it's just not as natural.

But it was okay.

It's a business agreement what you have.

They want something and we want something.

Are we good to go?

Yeah, go on. No, no, no. No, we'll wait.

Stay here.

We need to go together.

Must say, you know, after 22 or 23 races in a year, I can imagine that it's

getting much. But in the meantime, you have to go to England to go on a sim.

they do some filming there. It's always filming.

And some TikToks and Instagram.

Yeah. Blossom.

Hamilton. Why is there a pukey face?

Oh, ill.

Ill, ham, ill.

Some are okay.

I've been in a pond now for quite a long time. These kind of things,

they probably come a bit more natural as well.

Not that I've done a lot of filming every single year.

More

things

maybe come at you, being a world champion, but... I

was a little fat.

Yeah, I was just enjoying my...

My month off.

You know,

you're getting used to it. You feel quite comfortable in your environment

you deal with it.

Once I do these kind of things, I just put my brain activity on 1%, you know,

the time flies by a bit more.

When I watch him doing his marketing filming, he can sometimes feel

uncomfortable.

But we like to create, like, quite a fun atmosphere with him. And sometimes

we'll all be sat there, like, properly laughing. Like, I'll be crying because

he's so funny and he'll say really inappropriate stuff.

Everyone will be laughing and then I'll be like, right, that was really good,

but we need to do it again because none of that footage can be used because it's

so ridiculous.

But we do try and have a laugh.

I'd like to think he comes across really well in some of the social media stuff

that he does.

It kind of shows the real side of him.

I think

he's very misunderstood

in terms of the fact that people don't understand that he just really loves

racing. and i get it like he's an athlete he's a world champion i

know you're a busy man it's not often that you get to speak to a driver just

moments before a race we are a top team so naturally of course people want to

have more content of course also you know red bull naturally is a cat

so there is more marketing involved they also gave me the opportunity to start a

formula one right so it's a give and take

I'm on my way to the EA to film.

Saying a few things doing a few things. Yeah, like it's quite it's now the

football related. Yeah, exactly So the sport you like Yeah Hello

for the filming of EA No,

no, that's happened That's the pen. We okay, but yes, the best he is.

Thank you. Yeah

I'm the best?

You hear that, Jack? I did. But I think he thought I was Max, so he's calling me

the best.

No, he would definitely not. He was like, maybe that's his disabled brother.

That's nice. I mean, I don't see Virgil a lot, of course, but I do support him,

especially also when he's playing for the national team.

So, tell us how you both met. When did the friendship start?

We went on Tinder and then we... Well, in this case, I used Grindr.

Oh, my God. We cannot use that.

Use that, use that.

Yeah, it was cool talking about FIFA, football in general.

Yeah, really nice.

So as much as you got 99?

Where's my 99?

That's making no sense.

I think you got 99.

Well, I'm already a right back.

Oh, yeah.

I think he's more outspoken, of course.

He's more saying, OK, this I'm not going to do and this I'd like to do.

I mean, me behind you is... I'm there.

He's also getting older and he's getting more mature, so it's a process.

He's not 18 anymore, so he's 26 now, so he has his own view on how he wants to

be present on social media.

So I think that... We have to respect and even we have to frame in the deal

we are making that we are respecting Max's view on things, how he wants to be

positioned and how he wants to be used by the partners.

Okay, one, two, three.

Okay, and one more Instagram.

Yeah, definitely over the years, you know what you want and what you don't

to do, because at the end of the day, it's all about time management as well.

So when you have that kind of time that you have to give, you want to at least

feel comfortable in doing it.

This is the business side of Formula 1, and of course I understand the business

side.

I think what is also very important is that you remember where it all started

and what's most important and that the sport itself comes first.

The driving feeling, you know, at the end of the day, it's still the same as

when you're on go -karting. You know, you have a steering wheel, brake pedal

a throttle pedal. It's just a bigger car and it goes a bit faster around the

corner, but...

That's where also when I was very little fell in love with.

I live in the moment. I don't really look

back. I don't really look forward too far.

Enjoy what you have right now.

Verstappen!

I thought you enjoyed that, mate. Well done.