A potential transition of Max Verstappen to Mercedes would have a tremendous positive impact on the Mercedes-Benz brand. “It’s almost impossible to quantify in monetary terms,” believes Bob van Oosterhout, the Netherlands’ most renowned sports marketer.
During the British Grand Prix in Silverstone, the contract situation of four-time world champion Max Verstappen was by far the most important topic of conversation for four days. Verstappen does indeed have an ongoing contract with Red Bull (until 2028), but is attracting significant interest from Mercedes. This is not only due to the class he regularly demonstrates on the track, according to Van Oosterhout, but also because of his appealing personality and now global reputation.
He believes that Mercedes needs a successor for seven-time world champion Lewis Hamilton, who switched to Ferrari last year. For many years, he was the figurehead and ambassador of Mercedes-Benz.
Van Oosterhout: “Lewis Hamilton is a global brand. An icon of the sport, but also far beyond because of his personality and his social commitment in many areas. Compared to him, George Russell is far too lightweight. On the other hand, Max can carry the weight of the Mercedes-Benz brand. What he can do on the track is sometimes almost extraterrestrial, but he also has a very strong personality. As a young newcomer in Formula 1, Max had no trouble at all taking on the established order and the whole world if necessary. And over the past few years, he has put the Red Bull brand even more firmly on the global map.”
‘Opposites Attract’
“Does Max’s character and personality fit a brand like Mercedes?” Van Oosterhout repeats the question. “No, not at all. And that’s exactly why he fits so well. Opposites attract.”
He continues: “Max Verstappen‘s impact on Red Bull has been enormous in recent years. The team has secured massive sponsorship deals worth tens of millions of euros, thanks to its success. Indeed, because of Max. He has given the team a face. You could say that Max is an athlete of the highest caliber, undoubtedly one of the greatest drivers ever. Perhaps even the greatest. His potential departure from Red Bull would have a huge negative impact on the team, but also on the brand, in terms of image and appeal. It’s quite simple: big brands always want to be associated with the number one. When you lose the best driver in the world, it is felt in all areas.”
On the other hand, according to Bob van Oosterhout, Mercedes would benefit. “Mercedes-Benz is a fantastic brand, but in the perception of many, it has always retained a bit of the image of a taxi or a camp car. In other words, a bit wrong. The link with Max Verstappen could do a lot for the brand value of Mercedes. It’s almost impossible to express in money. Suppose Max’s ongoing contract with Red Bull has to be bought out to make a move to Mercedes possible and it would be about a hundred million euros… Well, believe me, such an amount is peanuts! It sounds strange, but the potential arrival of Max will pay off in all sorts of ways. In terms of sponsorship, but also in many other areas.”
Impact on the Streetscape in the Netherlands
Finally, Max Verstappen would also benefit from a switch, leaving the sporting aspect aside.
Bob van Oosterhout on this: “Max Verstappen has been the face of Red Bull for a long time, since 2014 actually. At some point, the saying applies: change of diet makes you eat. You shouldn’t change teams every year, because then you don’t build up any brand value. But a move could also be very refreshing for Max himself. A different car, different people, a different environment and, as strange as it may sound, different colors. His transfer will even have an impact on the streetscape, especially in the Netherlands. Because here, everyone has a blue Red Bull cap or shirt by now. I was recently in Dubai, there too I saw the Verstappen merchandise. I estimate that in the event of a possible switch, it won’t be long before we start seeing the colors of Mercedes everywhere thanks to Max.”
