Sergio Perez has become one of Formula 1’s most commercially influential drivers, with a sponsorship portfolio estimated to generate between £28 million and £35 million and a marketing presence that extends far beyond motorsport. The Mexican driver’s popularity across Latin America, combined with his long-standing relationships with major international brands, makes him a particularly valuable figure for Cadillac as the American manufacturer develops its Formula 1 project.
With six Grand Prix victories and previous spells at major teams including McLaren and Red Bull, Sergio Perez has now entered a new chapter of his career with Cadillac. The 2026 Mexico City Grand Prix marks his 300th Formula 1 race and follows the signing of a new multi-year agreement with the American team, reinforcing his importance both on the circuit and in the commercial operations surrounding the championship.
His presence on the Formula 1 grid is closely associated with strong ticket demand for the Mexico City Grand Prix and an ability to attract major sponsorship deals. Estimates place the value of his personal advertising contracts between £28 million and £35 million, making him one of the drivers with the most extensive portfolios of individual commercial partnerships. His appeal comes from a combination of national popularity, a dependable public image and an ability to connect with audiences well beyond traditional motorsport fans.
Sergio Perez sponsors: The long-standing support of Carlos Slim and América Móvil
One of the foundations of Sergio Perez’s career has been his long-standing relationship with América Móvil, the Mexican telecommunications group associated with businessman Carlos Slim. From the early stages of his European racing career, the company provided structured financial support that helped him progress through the junior single-seater categories and eventually reach Formula 1.
Through brands including Telcel, Infinitum and Claro, alongside the Escudería Telmex driver development initiative, the Mexican driver benefited from backing that extended beyond conventional sponsorship. This support played an important role in allowing him to establish himself internationally and pursue opportunities with increasingly competitive racing teams.
The group’s logos have remained a familiar presence on Sergio Perez’s racing suits, helmets and car liveries throughout his periods with McLaren, Red Bull and now Cadillac. Their continued involvement reflects a relationship that has developed over many years and extends beyond the simple placement of advertising on Formula 1 equipment.
How Cadillac uses Sergio Perez to strengthen its global marketing strategy
Alongside his responsibilities as a race driver, Sergio Perez has become an important part of Cadillac’s global marketing strategy. The luxury automotive brand, which belongs to General Motors, uses his profile to connect its Formula 1 involvement with potential customers across North America and Latin America.
The partnership encompasses television advertising, digital campaigns and social media initiatives promoting Cadillac’s high-performance V-Series range and its electric vehicle offering. Sergio Perez’s established popularity in the region provides the American manufacturer with a recognisable personality capable of connecting its road cars to the excitement surrounding Formula 1.
A particularly notable example is the limited-edition Cadillac Escalade-V dedicated to Sergio Perez, introduced around the Mexico City Grand Prix. Production is restricted to just 11 vehicles, a deliberate reference to the Mexican driver’s racing number.
The special edition demonstrates how Cadillac is using the driver’s identity and national appeal to create exclusive products alongside its Formula 1 activities. His continued presence with the team, following his recent contract extension, provides an important element of continuity for this commercial strategy.
McDonald’s, Nestlé and Red Cola: Sergio Perez’s consumer brand partnerships
Sergio Perez’s ability to attract major consumer brands is particularly evident in his partnership with McDonald’s Mexico, operated in Latin America by Arcos Dorados. The restaurant chain developed a campaign centred on the “Menú Checo”, supported by television and digital advertisements showing the driver using a go-kart to collect his order.
Nestlé has also worked with the Mexican through two of its best-known brands. KitKat campaigns connect the precision of Formula 1 pit stops with the concept of taking a break, while Nescafé Taster’s Choice has presented Sergio Perez as an ambassador for disciplined routines and high performance.
Another Mexican company, Red Cola, produced by Embotelladora Mexicana, has associated itself with the driver to communicate a message of national success on the international stage. Its outdoor, television and digital advertising campaigns encourage consumers to support one of Mexico’s most prominent sporting figures.
These collaborations highlight Sergio Perez’s ability to appeal to consumers who may not closely follow Formula 1. His recognition within Mexico allows brands to use his image to connect everyday products with national pride, sporting achievement and a familiar public personality.
Rappi and Mercado Libre connect their services with Sergio Perez’s F1 speed
Speed is also central to Sergio Perez’s partnerships with technology-driven consumer services. Delivery platform Rappi appointed him as an ambassador for its “Rappi Turbo” campaign, using messaging inspired by the pace of Formula 1 and the driver’s racing career.
Mercado Libre, one of Latin America’s largest e-commerce platforms, has adopted a similar approach. Its advertising features deliveries carried out at “Formula 1 speed”, including sequences involving racing garages and pit lanes.
The partnership also includes giveaways and promotional activities connected with regional Grand Prix weekends. These initiatives allow the company to associate its services with the driver’s popularity while engaging audiences during major motorsport events.
Sergio Perez promotes Jalisco and Mexico through Formula 1
Born and raised in Guadalajara, Sergio Perez has maintained a particularly strong relationship with his home region. He serves as an official ambassador for the Mexican state of Jalisco, working with the local tourism authorities to promote its attractions to domestic and international audiences.
The partnership includes branding on helmets, caps and digital platforms, as well as high-profile promotional activities. Among these have been Formula 1 demonstration events in city streets that attracted more than 130,000 spectators, underlining the driver’s ability to draw large crowds beyond conventional racing venues.
Tourism campaigns involving Sergio Perez highlight the region’s cuisine, tequila culture and historical heritage. His international profile provides Jalisco with an opportunity to reach audiences that might otherwise have limited familiarity with the region.
The significance of this connection is particularly visible during the Mexican Grand Prix weekend, when the driver’s homecoming attracts considerable public attention. His 300-race milestone adds further importance to an event that already occupies a special place in his career.
Tommy Hilfiger, HABITS and Jim Beam expand Sergio Perez’s lifestyle appeal
Sergio Perez’s commercial activities also extend into fashion and lifestyle. Tommy Hilfiger appointed him as a Global Menswear Ambassador, placing him alongside internationally recognised sporting personalities such as Lewis Hamilton and Rafael Nadal.
The Mexican driver has appeared in global advertising campaigns, fashion photography and collection presentations, including the spring-summer 2026 watches and jewellery collection. His involvement also encompasses clothing collaborations linked to the Cadillac team, bringing together his motorsport identity and the fashion brand’s international reach.
In the wellness sector, Mexican plant-based supplement brand HABITS has involved Sergio Perez in social media content focused on training routines, morning activities and physical preparation. These campaigns incorporate the brand’s products into the everyday lifestyle of an elite athlete.
Meanwhile, his collaboration with Jim Beam explores moments of relaxation and social interaction following race weekends. The campaigns emphasise craftsmanship and responsible consumption, presenting a different side of the driver’s public personality from his competitive activities on the circuit.
Disney+ documentary brings Sergio Perez’s personal story to a wider audience
Sergio Perez’s appeal extends beyond traditional advertising and commercial endorsements. Disney+ has contributed to his wider media presence through the production and distribution of the documentary series “Checo Perez: Never Give Up”.
The series explores different aspects of his life, both on and away from the circuit. Its subject matter ranges from preparations for race weekends to his family life in Mexico, offering audiences a more personal view of the driver.
Projects of this kind have helped consolidate Sergio Perez’s identity as a popular cultural figure rather than exclusively a professional racing driver. His story reaches viewers interested in his personal experiences and background, broadening his appeal beyond Formula 1’s established audience.
Mobil 1 Mexico partnership highlights Sergio Perez’s technical credibility
Another important dimension of Sergio Perez’s sponsorship portfolio is his relationship with Mobil 1 Mexico. Unlike partnerships focused primarily on consumer recognition or lifestyle branding, this collaboration draws directly on his experience with high-performance automotive engineering.
The technical and commercial partnership goes beyond the appearance of a company logo on racing equipment. Sergio Perez features in educational content and demonstrations explaining the role of specialised lubricants in maintaining performance and reliability under extreme operating conditions.
These initiatives reinforce the connection between the Mexican driver and advanced automotive technology, allowing Mobil 1 to communicate technical concepts through a recognisable Formula 1 personality.
Why Sergio Perez remains a strategic asset for Cadillac and Formula 1
The combination of sporting achievements, cultural identity and commercial influence makes Sergio Perez a particularly valuable figure within modern Formula 1. His six career victories and experience with leading teams provide sporting credibility, while his extensive sponsorship relationships demonstrate his ability to create value for businesses operating in several industries.
For Cadillac, the driver’s importance extends beyond his performances during Grand Prix weekends. He offers an established connection to Latin American markets, a broad consumer audience and long-standing relationships with companies that recognise the commercial potential of Formula 1.
His renewed contract with the American team strengthens that relationship as the manufacturer develops its presence in the championship. At the same time, the Mexican driver’s popularity creates opportunities for sponsorship, marketing campaigns and public engagement that relatively few Formula 1 competitors can match with the same effectiveness.
As Sergio Perez celebrates his 300th Grand Prix in Mexico City, his career illustrates how a Formula 1 driver can become much more than an athlete. Through his results, personal identity and commercial partnerships, he has developed into an influential figure capable of opening and consolidating markets for both individual brands and the championship itself.
Related Formula 1 news
- 2026 Formula 1 Drivers’ Championship standings
- 2026 Mexico City Grand Prix schedule, qualifying and race start times
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