What began quietly on Feb. 2, 2015, with his first official test day at et circuit in Jerez, Spain, has grown into global hype in just over six years. The euphoric images of Max Verstappen's triumph at the Zandvoort circuit have gone around the world and left a crushing impression on all continents. Which has also not escaped Formula One Management (FOM), which owns the rights to the king class of motorsport through its parent company Liberty Media. With the American owner, the order is more than clear. First there was Max Verstappen, then the ever-increasing interest in the Netherlands in Formula 1, then the never-before-seen entourage surrounding the race in Zandvoort, where, according to all experts, the boundaries for organizing a Grand Prix were drastically pushed. 'Zandvoort' clearly served as a blueprint for last October's United States Grand Prix in Austin from Oct. 24. There, too, the formula of racing, entertainment, surprising special effects and a conveyor belt of activities caught on, with an unprecedented 400,000 visitors in three days, nearly 200,000 more than the previous record. Meanwhile, the unprecedentedly exciting race at the Circuit of the Americas also saw the same winner as in the Netherlands: Max Verstappen.
Magic of Max
In short: first there was the driver and then Max's Magic did its work. Whether it's a municipality like Zandvoort, the supermarket chain Jumbo or the initially abandoned Circuit Zandvoort: all benefit from the effect produced by a unique sports talent. Even in Texas, where an entry ban for Europeans was still in place at the time of the Grand Prix, parts of grandstands were colored orange and Max T-shirts were worn everywhere. And so the question arises: what does it all benefit Max Verstappen himself? Back in 2018, another Nielsen market study found that Verstappen is the athlete with by far the highest commercial value in the Netherlands. With his DBI score (combination of familiarity, influence, trust and value as a brand ambassador) of 83.10, which is relevant to the marketing world, he stood at a lonely height in his sector. That year, viewing figures in Formula 1's top 20 markets would rise to 405.5 million, with the Netherlands proving to be among Formula 1's top five markets. Only in Brazil, Germany, Italy and Great Britain did more people watch a Grand Prix at that time. Another striking detail was that of the fans who discovered the sport in 2018 and 2019, 62 percent were younger than 35.
Commercial strings
Meanwhile, the resulting madness around Verstappen is managed by 'Verstappen Management', which consists of two people: father Jos and Raymond Vermeulen. This duo, which has now gathered a team of experts and advisors around them, has ensured over the years that the commercial trajectory surrounding the driver is kept clear and exclusive. That is why every choice is close to the character of the sportsman Verstappen. Meanwhile, Jumbo, CarNext.com, Ziggo and the international fashion brand Alpha Tauri count as his personal sponsors. All parties that are pro-actively involved with him. In addition, the management keeps a tight rein on the commercial strings especially through social media. For example, the latest news about the Red Bull front man can be found on Verstappen.com; anyone who wants to go to a Grand Prix with the certainty of a seat on the special Max Verstappen Tribune can do so through Verstappentravel.com; and at verstappenshop.nl you can buy clothing, scale models, accessories and caps, just like in the special Max Verstappen shops in Swalmen, Limburg, and Batavia Stad Fashion Outlet. In addition, both stores feature original and unique Verstappen racing items ranging from helmets to overalls and a real Formula 1 car.Son and father Verstappen.
Annual Income
The boy who ten years ago toured Europe carefree in a bus with his father has grown into a linchpin of a multimillion-dollar company. After renewing his contract with Red Bull in 2017, raising his annual income to well above 30 million euros, his Austrian employer broke open the commitment in early 2020 and extended it through 2023. That puts his estimated earnings above 40 million euros a year. That will not change for the time being. Despite the triumph at Zandvoort, other much-discussed actions and the status of most popular driver in the world. Or, as manager Raymond Vermeulen puts it, "Until next year, an expansion of sponsors is on hold. For us, the athlete has always come first and that is still true today. Especially considering the ranking, this season is all about winning the world title and everything has to give way to that for a while. The exception is Viaplay, which as of next year has the Dutch broadcasting rights of Formula 1, allowing Ziggo to be replaced as a regular partner. We are therefore in talks with Viaplay about what a cooperation could look like."
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MASTERS #48 with guest editor-in-chief Joseph Klibansky
