‘Verstappen worth millions’ – Telegraaf.nl

ABU DHABI –

In his debut season in Formula 1, Max Verstappen before the eyes of hundreds of millions of TV viewers globally established his reputation as a champion of the future. Not only top teams have him clearly in sight, even many large companies and multinationals. “Max’s marketing value is now worth millions,” Raymond Vermeulen, acting manager of Verstappen

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Max Verstappen Photo: EPA

Max Verstappen Photo: EPA

Max Verstappen Photo: PPE

<- rspeak_start -> Tomorrow there in the sandbox of Abu Dhabi an end to the impressive campaign of the now 18 year old Dutchman Scuderia Toro Rosso. The initial skepticism at the start of the season in Australia, particularly his young age and his lack of experience, has gradually turned into respect and admiration. Verstappen guarantees action and spectacle, with its spectacular overtaking as the main trademark. “I think Toro Rosso in terms of television exposure throughout the season is in the top three, which says something,” says Vermeulen.

‘hot property’

phoned years Vermeulen back to companies for sponsorship. That was during the years that Max Verstappen furore in the karts. He often got no reply. “Or they said I would be called back. Then never heard anything. “

Meanwhile, the roles are reversed and Vermeulen is the man who is called. Increasingly. “Max is ‘hot property’ and it shows, especially in recent months, there has been increasing international interest.”.

In addition to the sponsors from the team Red Bull in front, Verstappen currently has two personal sponsors: Jumbo Supermarkets and Exact Business Software. The latter company was already a sponsor of Jos Verstappen during his F1 career. The collaboration with Jumbo dating back to 2013, the year that Max Verstappen made the transition from karting to car racing (Formula 3). Vermeulen: “Jumbo is the first sponsor of Max. Apart from sponsoring dad Jos. “

For this reason, there is Frits van Eerd, Jumbo CEO who is also in Abu Dhabi as a spectator is present, a special bond. “We are very loyal to people who have supported us from the beginning. Because at first it was not so easy to find partners. Jos and I knew how special it was Max, but others saw a boy with a dream as much others. Frits has, however, always had sympathy for the project. He supported Max, without having to have specific marketing ideas. Frits was also one of the first people I called when Max had put his signature on a contract with Toro Rosso. ” now increasingly are reporting more competitors on the horizon. Even internationally. “We have the world as our field.”

Price tag

But the price tag of Max Verstappen has grown with his status. Vermeulen: “We do not apply a rate card, but it is clear that we are not talking about a Saturday league F1 is global, budgets are correspondingly Our rates are competitive Or meantime amounts of six digits That depends on many things…? off. I think Jumbo and Exact world deal because they are in time was gone. No, Max will not be cheaper given the stormy way he develops. “

What is remarkable is that the Dutch multinationals active in Formula 1 (Shell, Unilever, Randstad) or active (Philips, ING) Verstappen (yet) have embraced Vermeulen. “For that kind of companies remains Formula 1 a great marketing tool. I think some by now regret that they have not taken the bait. “

Luxury position

Vermeulen is now in the fortunate position that he should no longer active on the market. “We have no hurry. Max is provisionally well at Toro Rosso and Red Bull. For us, the sporting interests always come first. Max wants to be world champion, which stands at one. I will not make commercial deals to make deals.”

In addition, he wants to watch the necessary exclusivity around Verstappen. So any new deals will consult with existing partners or not be established, emphasizes Vermeulen. And there are more restrictions. “Max as a person is pure and no-nonsense, that is his strength. We just want brands that suit him. We do not compromise on “

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