Rodrigo Corona
Mexico, Mar (EFE) Red Bull driver in the broadcasts of the 22 Formula 1 Grand Prix in 2022.
“The projection that ‘Checo’ Pérez generated as ambassador of Jalisco for our tourist destinations in 2022 had an important return on investment. He managed to turn the eyes of the world to Jalisco, Guadalajara, Puerto Vallarta, Costalegre, with the names on the helmet, publications on social networks and interviews, ”said the Jalisco Secretary of Tourism, Vanessa Pérez.
Trusting Checo, the winningest Mexican pilot in the history of the Gran Circo, is an easy decision for the authorities of his home state to make since the tourist destinations were not only in the broadcasts and the media, but also in the social networks, where Pérez has more than 10.5 million followers only on Instagram, Twitter and Facebook.
A sign that the ‘Checo’ Pérez brand is profitable both in the press and on the internet, is that in his victory at the Singapore Grand Prix last year, the publications of the native of Guadalajara reached more than 1,000 million impressions, according to with data from the Government of Jalisco.
But not only Jalisco has decided to bet on promoting itself with Pérez, with five victories in Formula 1, but the brands of América Móvil, from the family of Carlos Slim, his main patron, have done so since before his debut in Formula 1 in 2011.
According to data from El Míster, a sports business content platform, they indicate that the companies of the group headed by Carlos Slim, the seventh richest person in the world according to Forbes, invested only in their first 10 years in the Great Circus 96 million dollars .
Having the support of Slim, through his son Carlos Slim Domit, has led to criticism of Pérez in his early years as he was considered a “paid driver” who only had a seat in the highest motorsport competition for the owner’s money. from the telecommunications giants Telmex and Claro, a stigma that was removed by confirming himself at Red Bull as an elite driver.
“Carlos is a second father to me. Since we started, when I was six or seven years old when I met him, he has been a second father to me. I have had a much closer relationship with him, beyond sponsorship, ”Pérez said about his relationship with the businessman.
Another relevant figure in Pérez’s career is Juan Ignacio Casanueva, president of INTERprotección, the company that has shown the second most loyalty to Pérez because it has supported him since before his debut in Formula 1.
The brands of Slim, INTERprotección and Jalisco are present in each race in Pérez’s helmet, which impacts billions of people in each Grand Prix, but they are not the only ones with which the Mexican has an agreement in this 2023.
Disney, which produced a series on its Star+ platform, the Banorte bank, the Kavak car trading platform, the Uniclick financial company, Mobil car oils and his own company, SP, are some of those who accompany the driver in the season 2023.
Exploiting his SP brand is something that Pérez has dedicated himself to on his social networks, where he puts links to make digital purchases on his website for his official products such as hats, t-shirts and sunglasses.
Promoting himself in his networks is something that has saved Pérez thousands of dollars since, according to El Míster, a publication on Pérez’s Twitter account costs more than $31,000 and on Instagram, more than $4,000.
Pérez occupies the second position in the drivers’ championship in 2023, thanks to the fact that last Sunday he obtained his first victory of the year, by conquering the Saudi Arabian circuit.
This Checo campaign not only has as its main goal to improve third place in last year’s standings, but also to increase its value as a brand with victories and thereby add more sponsors to its portfolio.