In a branding and content deal, two-time Formula 1 world champion Max Verstappen has partnered with EA SPORTS.
The Red Bull Racing driver, on the day that the team announced a deal with Ford as engine supplier for 2026 and its new 2023 season livery, will become part of EA’s marketing henceforth, across all of the California video game giant’s sports titles.
As of 2021, the racing game developer became part of EA, and last year, its Formula 1 game was given the full EA SPORTS moniker to tie with titles such as Madden, NBA and FIFA, the latter soon to be called EA SPORTS FC.
The same is expected of its first World Rally Championship game, due later this year, alongside this season’s new F1 title.
“Whether it’s playing games with my friends or staying competitive when away from the track, EA SPORTS has always been a big part of my life,” said Max Verstappen.
“EA SPORTS is an icon for so many millions of fans, and I’m proud to represent them for the 2023 season.”
The deal will see the EA SPORTS branding on the chin of his real-world race helmet alongside the aforementioned content creation.
“Max is a tenacious competitor and true champion who shares a deep love of games and play,” said Andrea Hopelain, SVP of Brand for EA SPORTS & Racing.
“As he races into Formula 1 history, we are excited to collaborate with him as one of the best athletes in the world to bring more fans together through our EA SPORTS experiences.”
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