Adidas Stuns F1 World with Historic $22 Million Personal Sponsorship Deal for Sergio Pérez – “Checo’s Talent, Determination, and Fighting Spirit Deserve This Recognition”

In a groundbreaking move that has sent shockwaves through Formula 1 and the global sportswear industry, Adidas has announced a historic personal sponsorship deal with Sergio “Checo” Pérez, the former Red Bull star now racing for the Cadillac F1 team.

The multi-year agreement, revealed on January 12, 2026, includes premium Adidas sportswear and casual wear for all of Pérez’s races and official travel, along with an impressive $22 million in annual financial support to fuel his professional development and performance at the highest level.

The announcement was made by Adidas CEO Bjørn Gulden in a surprise press conference streamed live from the company’s headquarters in Herzogenaurach, Germany.

Gulden did not hold back in his praise for the Mexican driver, calling him “one of the most exceptional talents in modern motorsport.” “Sergio Pérez embodies everything we stand for at Adidas – relentless determination, fighting spirit, and the ability to perform under the brightest lights,” Gulden said.

“This is not just a sponsorship – it’s a partnership built on mutual respect and shared ambition. Checo deserves to be honored at the level his talent commands.”

Pérez, who parted ways with Red Bull at the end of the 2025 season after helping the team secure multiple constructors’ titles, joins Cadillac for the 2026 campaign as the American outfit prepares to enter F1 as an 11th team.

The move marks a new chapter for the 36-year-old veteran, who has 6 Grand Prix wins, 37 podiums, and a reputation as one of the grid’s most consistent and resilient performers.

The Adidas deal – believed to be one of the largest personal sponsorship contracts in F1 history – underscores the brand’s aggressive push into motorsport and its confidence in Pérez’s marketability and star power.

Checo’s emotional reaction to the news quickly became the talk of the F1 community. In a heartfelt video posted to his social media shortly after the announcement, Pérez appeared visibly moved, fighting back tears as he addressed fans in Spanish and English.

“This is more than a contract – it’s belief,” he said, voice cracking. “To have a brand like Adidas stand behind me at this stage of my career… it means everything.

Thank you for trusting in me.” The raw authenticity of the moment touched Spanish-speaking fans around the world, with thousands of messages flooding in calling it “inspiring” and “beautiful.”

The sponsorship package is comprehensive. Pérez will wear Adidas premium performance gear during races, practice sessions, and official appearances, while also featuring in a dedicated lifestyle campaign showcasing casual wear.

The $22 million annual financial commitment – separate from any Cadillac team salary – will support Pérez’s personal training, travel, equipment, and development programs, allowing him to focus solely on performance without financial distractions.

Industry sources say the deal positions Pérez as Adidas’s flagship F1 ambassador, rivaling major partnerships the brand has with other global athletes.

The timing is strategic. Cadillac’s entry into F1 in 2026 as a works team has generated massive hype, and pairing their lead driver with a global powerhouse like Adidas instantly elevates the project’s visibility.

Pérez, with his massive following in Mexico and Latin America, brings enormous commercial appeal – a key factor as F1 continues its push into new markets.

Social media has erupted with reactions. Within minutes of the announcement, #ChecoAdidas and #PerezPower trended worldwide.

Fans celebrated the move as “well-deserved,” with one viral post reading: “From Red Bull to Cadillac to Adidas – Checo is building an empire!” Spanish-speaking communities shared emotional tributes, while others praised Adidas for “backing a true fighter.” Even some Verstappen loyalists acknowledged the class of the moment: “Respect to Checo – he’s earned this.”

The deal also signals Adidas’s renewed ambition in motorsport after years of focusing more on soccer and running.

With F1’s global audience surging and Pérez’s marketability at its peak, the partnership is a win-win – elevating the driver’s brand while giving Adidas a high-profile ambassador in one of the world’s fastest-growing sports.

For Pérez, the announcement is both validation and motivation. After a rollercoaster 2025 season that saw him part ways with Red Bull amid performance pressures, he enters 2026 with a new team, new backing, and renewed hunger.

“This gives me everything I need to fight at the front again,” he said. “I’m ready to show what I can do.”

As the F1 paddock prepares for pre-season testing, one thing is clear: Sergio Pérez’s star is rising again – and with Adidas in his corner, the 2026 season just got a lot more interesting.