"Looks like F1 is the only topic in Holland right now," said Erik van Haren, who covers the premier class for the daily De Telegraaf and has "never seen an athlete from an individual sport so popular in the world. country".

"Before him, it was the third sport after football and speed skating. Now it is the second, much closer to football", adds Joe van Burik, a Dutch journalist specializing in motorsports.

If fifteen Dutch have taken the start of 402 Grands Prix since 1950, none had been on a podium before his father, Jos Verstappen, twice in 1994. And none had won before Max, for the first time in 2016.

Dutch driver Max Verstappen rejoices after winning his first Formula 1 victory at the wheel of his Red Bull, during the Spanish Grand Prix, May 15, 2016 at the Catalunya circuit in Montmelo JOSEP LAGO AFP / Archives

It was at the time of "Jos the boss" that the Netherlands hooked up with discipline.

"The Verstappen 1.0 effect", for Van Burik.

"It is thanks to my father that the fans started to follow me, also thinks the Red Bull driver, interviewed by AFP in 2019. They followed him, then themselves or their children were automatically interested in me."

Dutch driver Max Verstappen (Toro Rosoo) and his father, Jos, a former Formula 1 driver, arrive at the Suzuka circuit on October 2, 2014, three days before the Japanese Grand Prix TOSHIFUMI KITAMURA AFP / Archives

"Typical of the Dutch"

"I must have had the biggest fan club at the time," Jos confirms for the F1 podcast.

"It was a big hype, but nothing like what's going on with Max."

Former Dutch Formula 1 driver Jos Verstappen signs autographs before the Race of Legends on July 2, 2015 at the Spielberg circuit (Austria) ERWIN SCHERIAU APA / AFP / Archives

His pedigree and his track record contribute, but not everything.

His breakthrough at a difficult time for the national football team and his "frank and direct, typical Dutch" personality also explain this popularity, according to Arjan Schouten, journalist for the daily Algemeen Dagblad.

"The Dutch are very active fans but it's even stronger with him," said Layla, 20, during the Dutch GP in September.

Difficult, in fact, to miss his supporters, all dressed in orange and particularly noisy, during the GP.

And not just at home.

"The other pilots sometimes tell me that the number of Dutch people traveling is crazy", smiles the person concerned.

It must be said that they have one advantage: the travel agency "Max Verstappen Official Travel", which allows them to support him in a reserved stand during several races each year, which most of his opponents do only. home.

Fans of Dutch driver Max Verstappen (Red Bull), during the Austrian Formula 1 Grand Prix, July 4, 2021 on the Spielberg circuit ANDREJ ISAKOVIC AFP / Archives

It is because the Verstappen brand is particularly well managed by those around him, starting with his father and his manager Raymond Vermeulen.

"On a whole different scale"

"We were already very active in merchandising and fan club activities (at the time of Jos, editor's note). We continued with Max, on a whole different scale, of course," says Vermeulen.

Another stronghold of this business is the official Max Verstappen store in Swalmen, in the south of the Netherlands, where the family comes from.

"I always wanted a space to display some of my wetsuits, my helmets, my trophies," says the young man.

Half joke and half sign of his business acumen, the 24-year-old has warned that, if he is titled, he will ride next year with the N.1 distinguishing the world champion rather than his usual N.33 (unlike his rival Lewis Hamilton, always N.44).

“How many times do you have this opportunity? And it's good for the merchandising too,” he laughs.

Dutch driver Max Verstappen (Red Bull), after his 2nd place in qualifying for the Formula 1 Brazilian Grand Prix, November 12, 2021 at the Interlagos circuit in Sao Paulo Lars BARON POOL / AFP / Archives

Max, whose salary is estimated by Forbes magazine at $ 25 million (EUR 21 million) without bonuses in 2021 (the second highest in F1 behind Hamilton), can also count on personal sponsorship contracts in the Country -Low.

"It's absolutely everywhere in pubs," says Rosan, 18.

With Jumbo supermarkets, the telecommunications group Ziggo, the ready-to-wear brand G-Star RAW, the software publisher Exact and the used vehicle salesman CarNext.com.

"And it's starting to overtake Holland," says Vermeulen.

“You can see it's going global. As he develops as a pilot and an athlete, the best is yet to come.”

© 2021 AFP