Original subtitles

Yo Max. Ready to go. Vegas, baby.

What I love about Formula 1 is the driving part.

Unfortunately, you don't get to drive that much throughout the weekend.

Whenever he's not in engineering or in the car, we use his time for marketing.

Go get 'em, Max.

This is the business side of Formula 1, which I understand.

But what's important is that you're yourself...

and not try to be anyone else or be portrayed in a different way.

For me, that doesn't work. Eventually, it will start to eat at you.

Max, you are a three-time world champion. Absolutely unbelievable.

Very lovely.

People ask, 'What do you do in your free time?' They expect you to be different to anyone else.

You know what I would like right now? Kebab.

I think my life off-track is very normal.

Nice and simple.

Max, Max.

You'll probably see me just walking around with Max.

Good luck today, Max.

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

Hey, it's going good. -Is it okay?

It's perfect.

It's so hard.

It is ironic that I make him do this the whole time.

And when it gets to me, I'm like, 'Ah, I can't do it.'

Every media day, I'll take him through what we're doing.

But it's pretty much: 'We're going here, we're doing this.' It's very top-level.

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

I know that's part of Formula 1 as well.

With some things you're like, 'okay, whatever. These things have to be done.'

Every weekend is the same, which makes it easy...

because you're always talking about the same things. It's very repetitive.

There's no faffing around, which I think helps with him...

because he's like, 'Let's go. We'll move on to the next thing.'

I'd struggle if people asked me a lot of new, different questions I'm not prepared for.

Then it would get more tiring. But most of the time, in interviews...

I can answer before I even hear the question.

I don't think Max is grumpy with marketing at all. When he does get grumpy...

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 activity so low that you can think about other stuff.

Please go absolutely wild for Max Verstappen and Sergio Pérez.

At 11:30 we're meeting with them for some introductions.

We'll have an informal lunch and sign the contract.

Then their people will announce the partnership internally.

That's it. We'll be done around 2:30, 2:45 pm.

And what do I need to do exactly? -An interview with Erik van Haren.

André at the Formula 1 magazine will be there.

Plus there'll be another Heineken-internal platform there.

So we're just going... -All internal. We're going to lunch.

Then on Monday, it'll be announced worldwide.

I do a lot more than a normal manager: Do the contract...

and then go to another contract for another driver.

I just focus on Max.

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... Well, he's known me since I was born. So...

That's very hard to find in F1.

To have a manager and someone taking care of business like that.

In the go-karting time it was Jos who took care of the engines and prepared the chassis.

Max was involved, of course, but everything was prepared.

Even with the swap from go-karting to car racing, everything was organised for him.

It's something we talked about a lot, together with my Dad.

He raced in F1, he saw the world, so you discuss these kinds of things.

We didn't have any sponsorships at that time. We were driving for the CRG factory team.

They supported us with chassis, tyres and fuel. The engines I did myself.

We didn't have to do anything like that, so it was an easy time for him.

That's bullshit.

Hello. -Good afternoon. Hi, all.

Hi there, nice to meet you.

We recently started a partnership with Heineken.

This place looks great. -Isn't it nice?

It dates back to 1890. Look at this.

Portraits of all the board members we've had since the beginning.

Heineken is of course a dream partner and a dream brand. It's an iconic brand.

It starts in 1864.

If I ever retire... -Your face will be here too.

Then this will be my spot.

It's exciting, because it's also focused on the sim racing-related stuff...

because of the 'Don't drink and drive' campaign.

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

Okay, vamos. -Guys, stand tall, look proud.

What we normally do is only sponsor competitions, like the Champions League or F1.

But when it comes to Max, we were looking for an ambassador for 0.0.

What's also really important is that Max is always extremely clear. You know what he stands for.

So it all came together, and that's why we said:

'This is why we should change our internal policy and go for a sponsorship with Max.'

Cheers. -Let's have some eye contact.

Look at each other. Good. -Maybe just a small kiss?

Well done, guys.

Red Bull was talking to a competitor of ours.

When we heard it was serious, we said, 'This cannot happen.

If a competitor closes a deal with Red Bull, we cannot have a deal with Max.'

This is our preferred photographer.

Yeah, there were competitors who were interested in doing something.

They were very close to closing a deal.

That's right.

We had to act in one weekend, extremely fast. Normally these things take very long.

Then you have a weekend to put the puzzle together:

Red Bull Racing's interest, Heineken's interest, and of course, the interest of Max...

to broker a deal that everyone is happy with.

This is the hammer that Freddy Heineken used to use.

Yes. Very good.

Look at me, and look at the contract please.

Are you right-handed? -Yes. And left-legged.

Oh, really? That's funny.

Both of you, look into the lens, please. Very nice.

Go ahead and sign now.

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

No, we agreed. Not just with Heineken, but for any other partnership...

we don't disclose any numbers. But I can assure you, it's market-value conditions.

I think it's a good deal for everyone involved.

You can do two things at a time, so sign and look into the camera, please.

Market-value conditions. Everything we do is market-value conditions.

Working with Raymond? Raymond, of course, has a reputation.

But I must say, I worked extremely well with him.

But if Raymond calls, I text him first: 'I hope it's not going to cost more money...

because it's enough now.'

You now have a break. Max, come with me.

Okay, super. Good luck and we'll see you later.

We'll see you on the other side.

What time did you go to bed? -4:30.

Oh, here it is. Look.

Who is that? -My avatar in Call of Duty.

Well, that looks lovely.

Right? -Doesn't it look great?

Oh, don't show the name. You need to blur that.

Look, that's my name there in yellow.

Right. I'll need to zoom in on that, because I can't read that at my age.

That looks great. -It's your thing, right Max?

It's how I blow off steam. Yeah. I get to curse all I want.

But you know what happened?

Grandma was visiting us in Monaco. She was in the kitchen with Penelope.

Suddenly the cats started acting crazy.

And Penelope goes, 'What the fuck are the cats doing?'

Grandma looked at her like, 'What did you just say?'

She heard me say that, of course.

'What the fuck are the cats doing?'

Go, Max. Let's go.

There are always risks involved when you associate your brand with someone.

With athletes even more, because it's one person.

If Max says something strange in the media...

people will say, 'Was it wise to associate your brand with him?'

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

That works well with the message, 'When you drive, never drink.'

I'm sure he'll give his opinion about Vegas as well.

As a real F1 lover, I prefer to drive at Spa, Zandvoort, Suzuka.

The real tracks, where an F1 car comes alive in the high-speed corners.

That's where you push yourself to the limit. You can really feel the downforce of a car.

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

He loves to drive, but he understands that the business side of Formula 1...

is very important in the end, because it finances the whole game.

It's got two bedrooms and everything.

And a portable toilet outside. It's separate.

The toilet is always the most important. -It's separate, outside.

Nice.

I think if you hit this hard enough, you'll go right through.

You're bluffing.

You'll punch a hole in this for sure.

These are too big. -If none of them fit, wear your own.

But that looks... Isn't this super big?

I'll wear my own trousers, thanks.

The number one thing is that he needs to focus on the F1 races.

It's an extreme schedule, so we will not interfere in that with commercial obligations.

Otherwise, he's quite open-minded.

I don't think we should do dangerous stunts with Max. Not a good idea.

I've had fun things to do and things I'm not very comfortable with.

We are at a stage where you can pick what suits you and what works well together.

Thanks. -You're all good for now.

Then let me check if there's...

Max is finished. -I've also had enough.

Basically, we're going to start off saying, 'Who's driving tonight?'

And then Amy's going to say, 'Who's the best driver?'

And then we land on you and then you turn back and take the keys.

Okay, alright.

Here we go. Everybody have fun.

Roll sound. -19.3, take 4.

And action. -Guess who's driving?

Max, Max, Max, Max.

And cut. Thank you, guys.

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

He's playing a role, but he is himself. Going out with friends, driving cars.

The deal is about Max.

Action.

They can use Max in an authentic way.

Max is not George Clooney. He is not an actor.

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

Long days, yeah. But at the time, I don't really think about the outcome.

Max, let's do one where you take a sip this time.

So a shrug? -So a shrug and then a sip.

I'm not an actor. So for me, doing these things is probably more mentally draining...

than sitting in a race car for the day.

Rolling, and action.

Because it's just not as natural. But it was okay.

Alright, cool. Cut.

It's a business agreement you have.

Rolling. And action.

They want something and we want something.

Are we good to go? -Yeah. Go ahead.

No, no. We'll wait. Stay here. We need to go together.

Thank you very much. -Thank you. Some signing items.

For who? -F1. It's easy.

Here?

I must say, after 22 or 23 races in a year, I can imagine it becomes a bit much.

Also, in the meantime he has to go to England to go on a sim, and do some filming there.

It's always filming.

Some TikToks, and Instagram.

Lawson. Hamilton.

Why is there a puking face? Oh, ill? Ham, ill. Oh, for fuck's...

Some are okay.

Ver-staahp-pan. Verstaahp... Ver-shtahp-pan.

Max Verstappen.

Vershtohpan. Ver-stop-pan.

'Stroopwafels.'

I've been in F1 for quite a long time, so these things probably come a bit more naturally.

Not that I've done a 'stroopwafel' shoot every single year.

It smells like crack. -I made it especially for you.

Hey, man. What's up?

More things come at you, being a world champion.

At the end of last year, it looks like you are a little fatter than...

I was a little fat?

I think she's asking about winter training. -I was just enjoying my month off.

'You were a little bit more fat.'

You get used to it. You feel comfortable in your environment and you deal with it.

When I do these kinds of things, I put my brain activity on 1%...

just so the time flies by a bit more.

Watching him doing his marketing filming, he can feel uncomfortable.

But we like to create like a fun atmosphere. Sometimes we'll sit there properly laughing.

I'll be crying because it's so funny. He'll say inappropriate stuff.

This has to go down?

Everyone will be laughing. But then 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 well in the social media stuff.

It kind of shows the real side of him.

This is good content. -You look like Mario.

It looks real from here. -I would say you look like Luigi, but no.

Welcome to Las Vegas.

He's very misunderstood. People don't understand that he just really loves racing.

And I get it. He's an athlete. He's a world champion.

Max Verstappen. Please give him a Las Vegas welcome.

You're a busy man. You don't often speak to a driver moments before a race.

We are a top team, so naturally, people want to have more content.

And Red Bull is a can business, so there is more marketing involved.

They gave me the opportunity to start in F1, so it's a give and take.

I'm on my way to EA for a shoot.

Yes, in Nice.

So, what's the plan? What do we need to record with EA?

EA? You're going to do some content pieces with Virgil.

Like ask him some questions, he'll ask you some questions, play the game.

Something with Ultimate Team as well. -Okay.

You're just there, saying a few things, doing a few things. It's quite easy.

But it's the football-related side now. -Exactly.

So the sport you like. -Yeah.

Hello. For the filming of EA.

At set 6? -Yes, 6.

Virgil van Dijk? No? -No, Verstappen.

Verstappen? -Yes.

Max? -Yes.

He's the best. -He is, thank you.

Yes, the signal is dodgy here. -Thank you.

Okay. Alright, talk to you later. Bye.

I'm the best? Did 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 would say, 'Maybe that's his disabled brother.'

You guys go first, and we'll come behind. -Yeah?

We will go first. -Alright.

It's nice. I mean, I don't see Virgil a lot, of course...

but I do support him, especially when he's playing for the national team.

Kick-off. Tell us how you both met. When did the friendship start?

We went on Tinder and then we...

Well, in this case it was Grindr... -Oh my god.

You cannot use that. -New start, new start.

It was cool, talking about FIFA, and football in general, you know. It was really nice.

So did Max seriously get 99? -Yeah.

Where's my 99? -The stats make no sense, man.

Ask him. Ask him how he got 99.

Yeah, I'm already a right back. -Ah, yeah.

He's more outspoken, of course. He's more like, 'This I'm not going to do, this I like to do.'

I mean, me behind you, is that...

'Hey. I'm there.'

He's also getting older, getting more mature. It's a process.

He's not 18 anymore, he's 26 now...

so he has his own views on how he wants to be present on social media.

I think we have to respect that, and even include in the deals that we're making...

that we respect Max's views on things...

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

Okay, one, two, three...

Okay, and one for Instagram.

Over the years, you find out what you do and don't want to do.

At the end of the day, it's all about time management.

When you do have to give your time, you want to at least feel comfortable doing it.

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

I think it's also important to remember where it all started...

and that the sport itself comes first.

The driving feeling, at the end of the day, is the same as go-karting.

You have a steering wheel, a brake pedal, a throttle pedal.

It's just a bigger car and it goes faster around the corner.

That's what I fell in love with when I was little.

A captivating race.

Verstappen has been in every possible position.

But he ends up in his familiar spot: in the lead.

I live in the moment. I don't really look back. I don't really look forward too far.

Let's just enjoy what you have right now.

Verstappen wins the race in Las Vegas.

Yes. Let's go, guys.

That was quite fun out there. At least, I had fun.

Because you've enjoyed Vegas so much, Max, here's something for you.

Ah, Las Vegas. Viva Las Vegas.

I thought you'd enjoy that, mate. Well done.