A new chapter beyond Red Bull – Although he will no longer have a coveted Formula One seat in 2025, Sergio Pérez has reminded the world that his value extends far beyond the cockpit. Recently released by Red Bull Racing after a tumultuous 2024 season, the Mexican veteran has secured a new sponsorship deal with Dutch brewing giant Heineken.
As the 35-year-old considers his next move in motorsport, his new commercial deal ensures he will remain in the public eye – and perhaps even in the F1 paddock, albeit in a different capacity. The announcement was made via a stylised social media campaign that featured Pérez’s portrait on a skyscraper banner. “The best driver always chooses Heineken 0.0,” read the cheeky caption, followed by a direct statement: “We’re extending the contract.”
With these words, Heineken reaffirmed its confidence in Pérez as a global ambassador, choosing continuity even as the world of racing changes around him.
Sponsor loyalty in turbulent times
In a sport often characterised by cut-throat decisions and short-lived alliances, Pérez’s continued partnership with Heineken stands out. He has been a key figure in the company’s marketing efforts around its non-alcoholic beer, a campaign that fits with Formula One’s increasing emphasis on responsible messaging.
Heineken has been deeply involved in F1 as a major sponsor since 2016, and Pérez has become one of the most recognisable faces of the campaign over the past few years.
What makes the timing of this extension particularly poignant is that it comes just months after Red Bull Racing decided not to renew Pérez’s contract following a difficult 2024 campaign. After four seasons with the Milton Keynes-based outfit – and a runner-up finish in the 2023 Drivers’ Championship – Pérez was left without a race seat as Red Bull turned to Liam Lawson in the hope of a more consistent presence alongside reigning world champion Max Verstappen.
A Red Bull gamble gone wrong
But the gamble quickly backfired. Long touted as a promising young talent, Lawson failed to impress in his two races before being dropped in favour of Yuki Tsunoda. His debut in Bahrain was shaky, and his second outing in Saudi Arabia was equally underwhelming.
Not known for its patience when it comes to driver performance, Red Bull made a rapid change. The Racing Bulls (formerly AlphaTauri and now VCARB) were then forced to re-sign Tsunoda, a sign that Red Bull’s bench strength may not be as deep as once thought.
Even Tsunoda, now in his fifth F1 season, has found the going tough. His first race back as Lawson’s replacement at the Japanese Grand Prix saw him finish a disappointing twelfth, well out of the points. Max Verstappen, as expected, won the race with clinical precision – but the contrast between his performance and that of the rest of the Red Bull-aligned drivers only highlighted just how specialized and demanding the current Red Bull car has become.
Pérez’s quiet satisfaction and subtle vindication
For Pérez, the unfolding drama at Red Bull may offer a quiet sense of vindication. Speaking to Formula 1’s official website, the Mexican didn’t gloat but pointed out what many have been thinking: the Red Bull car, especially in its 2024 iteration, is a machine that only Verstappen seems able to master.
“Especially last year I wasn’t able to show what I’m capable of as a driver,” said Pérez. “I was at Red Bull for so long that everyone forgot how difficult the car is to drive, so it wasn’t easy.”
His comments were made in the wake of Lawson’s relegation and reflect a broader sentiment that Red Bull’s dominance has hinged heavily on Verstappen’s synergy with the car, rather than a universally accessible design. Pérez’s results may have diminished, but there’s reason to believe that his decline wasn’t entirely self-inflicted.
Looking for a new racing challenge
With his F1 future unclear, Pérez remains active behind the scenes. There has been speculation about a possible move to other racing disciplines – perhaps IndyCar, the WEC or Formula E. While no announcements have been made, his recent media appearances suggest he’s keeping the door open for competitive action.
“I’m exploring my options,” he said in a recent interview. “I’ve had a long career in F1 and I still feel I have more to give in motorsport. The right project just has to come along”.
For a driver who has amassed over 250 Grand Prix starts, five race wins and multiple podiums, Pérez’s appeal remains strong. His calm, methodical approach to racing and affable off-track personality have made him a favourite with fans and sponsors alike. So the Heineken deal is more than just a commercial arrangement – it’s a testament to his enduring relevance in and around the sport.
A look back at a winding F1 journey
Pérez’s F1 journey began with Sauber in 2011. He then had stints with McLaren and Force India (later Racing Point) before finally landing a seat in the top team in 2021 with Red Bull. His arrival coincided with the team’s intense title challenge against Mercedes, and Pérez played a key supporting role in Verstappen’s first championship win.
His most notable F1 highlight remains the 2021 Abu Dhabi Grand Prix, where his defensive driving against Lewis Hamilton allowed Verstappen to close the gap before the now-infamous safety car restart. Nicknamed “the Minister of Defence” after that performance, Pérez etched his name into Red Bull folklore.
But as the season progressed, the performance gap between him and Verstappen widened. Although he finished second in the championship in 2023 – the best result of his career – he struggled for consistency in 2024. With Red Bull unwilling to tolerate anything less than near-perfection, the writing was on the wall.
Commercial value off the track
Pérez’s new contract with Heineken serves as a reminder that a driver’s value isn’t solely determined by race results. With a huge fan base across Latin America and a reputation as one of the sport’s most genuine characters, he offers brands global reach and authentic appeal.
Heineken’s continued faith in him also signals a shift in the way F1 sponsorship is handled. Companies are increasingly investing in personalities, not just podium finishers. As the sport’s fan demographics diversify, figures like Pérez – who resonate with both traditional and newer audiences – are seen as valuable assets.
As the 2025 season progresses, Pérez remains a spectator – but not a silent one. Whether this hiatus marks the end of his Formula One career or just a transitional phase remains to be seen. What is certain is that he will continue to have a presence in the sport’s wider ecosystem.
From billboards to branding campaigns, his face will remain familiar. And should the opportunity for a return to the grid arise – whether through a mid-season driver change or a new team project – Pérez may yet pull on the helmet once more.
For now, his new deal with Heineken is more than a commercial footnote. It’s a sign that Sergio Pérez, though temporarily sidelined, is still very much in the race.
