What happened: Four-time Formula 1 champion Max Verstappen has become ambassador of the VDK Group, a Dutch group of installation and technical companies. He will play a prominent role in its international branding over the coming years and appear in its communications and marketing campaigns.

Why it matters: VDK, founded in 2013, has businesses in the Netherlands, Germany, Sweden, Austria, Switzerland and Belgium and is expanding across Europe. Founder and chief executive Frans van der Kolk said he could not imagine "a stronger face to represent where we want to take VDK." Verstappen compared the group's structure to an F1 team, where specialists work together to perform at their best. Former F1 driver Robert Doornbos, who has worked with VDK for two years, stays on as ambassador and speaker and helped coordinate the deal.

What to watch: Verstappen is due to feature in VDK's marketing campaigns over the coming years.