Slovenian sim racer Jernej Dovžan emerged victorious at the Heineken Player 0.0 Global Final in Madrid earlier today, claiming the coveted championship title. Hosted at the prestigious GAMERGY gaming festival in Madrid, the competition brought together 18 sim racers from across the world, each vying for the top spot.
This year's Global Final was attended by Max Verstappen, the renowned four-time world champion and Heineken 0.0 ambassador. The Red Bull F1 driver commented on the racers' commitment, stating:
"It's incredible to see the passion and dedication of these racers. Player 0.0 continues to showcase the importance of skill, focus, and making the right choices—not just in racing, but in life."
This competition is part of Heineken's initiative, "When You Drive, Never Drink," which seeks to promote responsible consumption. Since its inception in 2016, the campaign has championed the message that "The Best Driver is the One Who Is Not Drinking."
"This year's Player 0.0 Final reflects our dedication to blending innovation, responsibility, and entertainment," said Natacha Volpini, Global Head Of Digital Consumer Innovation. "Through initiatives like this, we're reaching new audiences and inspiring responsible choices worldwide."
In 2023, the Player 0.0 finale gained significant attention when amateur sim racer Floris Wijers from the Netherlands bested Verstappen in a gripping contest held at Heineken’s historical first brewery in Amsterdam.
Heineken has consistently demonstrated its dedication to responsible consumption, with initiatives like Player 0.0 playing a pivotal role. The collaboration with Max Verstappen and Oracle Red Bull Racing further adds to the brand’s commitment to this cause, leveraging partnerships to maximize international exposure.
As the 2025 season approaches, Heineken is poised to expand the Player 0.0 initiative further. Plans are in place to enhance fan experiences and step up efforts to convey the importance of responsible drinking. Future expansions will likely build on the current framework.
“The ‘When you drink, don’t drive’ campaign contains a message that remains of paramount importance in our long-standing partnership with F1. It is important to remember that when choosing who drives home after a night out with friends, ‘the best driver’ is always the one who has not consumed alcohol,” says Bram Westenbrink, Global Brand Director, Heineken.
