The true patron saint of 'Checo' Pérez

Mexico City, 25 Mar Mexican Sergio 'Checo' Pérez is a Red Bull asset in Formula 1. He has a salary of 8 million dollars a year (7.25 million euros). In Mexico its image is ground gold. He is an ambassador for an “ultra-premium” tequila. No television, just networks. Between Twitter, Instagram and YouTube, more than 6 million followers are loyal to 'Czech'. Why do brands bet on Checo Pérez in Mexico?. What are you looking for in one of the trendy drivers of F1? Allie Bostwick, Global Director of Communication, Culture and Partnerships at Tequila Patrón, was commissioned to present 'Checo' as the drink ambassador at the launch of the campaign in Los Angeles. “Our collaboration with Checo Pérez celebrates two icons who believe in hard work, community strength and innovation. Checo sets the standard of excellence by being a master of his craft, whose passion drives him to greatness and the powerful results he has achieved,” explains the company's spokeswoman. Bostwick believes that the alliance represents the pride of Mexicans and seeks to connect with passionate and fearless people. “With those consumers who appreciate what is done with dedication and attention to detail, thus achieving a unique product of the highest quality”, which is produced exclusively in the Highlands of Jalisco, Mexico, always in small quantities and with the same artisanal process. At the moment, the campaign does not include spaces on television, however, 'Checo' Pérez will be its ambassador for the next two years, and during that time there will be different moments and formats. The brave rider from Tapatio is an example of overcoming. As a young man he emigrated to Europe and sometimes slept on sacks somewhere in Germany. He took a stone to win a place in Formula 1, in which he was recognized in 2021, by taking a seat in the Red Bull team with Dutchman Max Verstappen, world champion last season. In the always difficult task of being an accomplice to the driver from the Netherlands, Perez was not out of tune last season. He won the Azerbaijan Grand Prix and placed third in four other circuit competitions, including the Mexican Grand Prix, in which he was celebrated as a hero. In the last race, in Abu Dhabi, he was key in stopping Briton Lewis Hamilton from arriving his teammate. He finished fourth in the drivers' standings and together with Verstappen was runner-up in the world constructors' championship. This high level led him to win the renewal for this season with a Red Bull team that collects 8 million dollars a year. His partner Max, newly renovated until 2028, leaves until he is 35. 'Checo' occupies half the table in the salary ranking, was looking, at last, for a winning car and found it. Of course, his life could have been very different. He is a renowned fan of former Chilean Real Madrid footballer Iván Zamorano. He wears the number 11 on his helmet because when he started karting it was the number that his idol wore in Club America. “I would have liked to be a banker or a lawyer, they are professions that generate a lot of adrenaline, just like the stock market,” the one from Guadalajara recently acknowledged. The name of Sergio 'Checo' Pérez is not only linked to F1. Pilots like Jesse Carrasquedo -inside the Pérez academy- and Rafael Villagómez are eager to follow in his footsteps, but his figure goes beyond that. Through the Foundation that bears his name, created in 2012, the Mexican helps, above all, one of the most vulnerable sectors, children. With what his brand represents, Pérez acts as a liaison with institutions and promotes projects and support programs that provide opportunities for minors to build a better future beyond F1.