Checo Pérez: Driving Success On and Off the Track
Sergio “Checo” Pérez isn’t just making headlines in Formula 1—he’s building an empire. With a sharp business mind, Checo has launched his own brands, made strategic investments, and forged powerful global partnerships that fuel a growing fortune.
Far beyond the world of racing, Checo’s entrepreneurial journey spans multiple industries, generating millions in revenue. His ventures reflect the same qualities that define him on the circuit: speed, precision, and a clear sense of direction.
One of her most heartfelt projects is her exclusive clothing line in collaboration with the renowned Mexican brand, Acapella. Rooted in minimalist and urban aesthetics, the collection effortlessly reflects her unique sense of style.
Featuring neutral-toned T-shirts priced between 449 and 749 pesos, the line has garnered praise for its effortless versatility and timeless appeal.
A healthy life is also part of their business model.
In his commitment to physical wellness, Checo joins forces with Habits Proteins — a clean, plant-based protein brand founded by Sofía Torre.
Crafted for the health-conscious and eco-aware, Habits Proteins is proudly vegan, gluten-free, non-GMO, and free from artificial additives — offering a smart, sustainable choice for modern nutrition.
Technological investments and media presence
Since 2021, Checo has been a proud shareholder in Kavak — Mexico’s leading platform for buying and selling used cars. Valued at nearly $8.7 billion, Kavak represents a seamless fusion of Checo’s passion for vehicles with cutting-edge technology, marking a dynamic step forward in his automotive journey.
His image is prominently featured in high-profile campaigns for global fast-food giants, top energy drink brands, and Disney+. He also stars in the hit Netflix docuseries Drive to Survive, which has played a major role in bringing Formula 1 to a whole new generation of fans.
Social responsibility and promotion of responsible consumption
As the face of Heineken 0.0 in Mexico, Checo Pérez has championed powerful campaigns promoting road safety. “Checo embodies the perfect blend of talent and responsibility,” said Greg Lim of Heineken Mexico. Demonstrating a firm commitment to social impact, the partnership dedicates 10% of its advertising budget to meaningful social causes.
The Mexican Grand Prix and its symbolic role in F1
While his participation in this year’s event is still unconfirmed, Checo’s presence continues to shine at the Mexican Grand Prix. The race remains a vibrant national celebration, where his legacy continues to inspire and resonate with fans across the country.
