A1 Telekom might become main sponsor of Sergio Perez for the next season of Formula 1

By: Alberto Tello de Meneses – CEO Percepción Pública Latin America.
Senior Consultant on Strategic Communication, Verbal/Non-Verbal Image & Crisis Management.

October 14th, 2020.

Versión en español.

Most of us, human beings, can only see what we know and are capable to understand. This is a basic principle of life, and it shows us that many things happen without even being noticed. This is the main reason why I am so passionate about my work: finding the answers that are there for everyone to see, but that most people don’t find. It is also said in the law that “ignorantia legis neminem excusat” (Latin for “ignorance of law excuses no one”), which applies perfectly too. Few people even know that analysis and strategic communication consultancies exist, much less understand what we do. “Fortunately” for us, this is normal, so the magic won’t be lost.

But, continuing with the Sergio ‘Checo’ Perez hiring by the Red Bull Racing team topic, in terms of marketing analysis, strategic communication and Formula 1 -which is what has us back here-, I have found a very important correlation between brands:

Escuderia Telmex has accompanied Perez since before his foray into the top flight, this division of sponsorship for Latin American drivers is owned by the Mexican Carlos Slim Helu, one of the wealthiest men in the world, according to Forbes.

As I mentioned in previous analyzes, the statements of those involved in this matter confirm that there has been a preliminary agreement from a few months ago between Perez and Red Bull Racing; but there is one starring actor who has not yet been talked about: A1 Telekom Austria Group could become the main sponsor of the team, replacing the Aston-Martin brand; this would lead Red Bull Racing to finish the multi-year agreement with the world leader in telecommunications AT&T, with whom they have had an uninterrupted relationship since 2012.

It’s important to remember Red Bull GmbH is an Austrian company, which is lead by one of its owners and founder of the same European country: Dietrich Mateschitz. On the other hand, A1 is the largest telecommunications company in Austria, and it’s expanding with a significant presence in other European countries. But up to this point, what’s the relation with Sergio Perez? The main shareholder of A1 Telekom Austria Group is America Movil, with 51% of the shares! America Movil is on the top 10 most important telecommunications companies globally, and its owner is Mr. Carlos Slim himself.

Then, we can already trace organic routes of presence, expansion and market positioning that are of the highest interest to the sponsors of ‘Checo‘, and that are seen as a juicy long-term business opportunity -even after the retirement of Sergio Perez- for Red Bull, eliminating any conflict between brands with Telcel, Telmex, Claro or any other America Movil’s subsidiaries, in a double play for the Austrian/European and Mexican/American targets.

Let’s not forget that: Formula 1, racing teams and sponsors are a business core in sports entertainment way; but the main gear that makes the show possible takes place behind the scenes.

#checogivesyouwings

^{* Alberto Tello de Meneses advises Latin American personalities, from presidents of some countries, to Oscar and Grammy award winners; public figures in general; enthusiastic entrepreneurs and human beings who will soon be widely recognized.}