Sergio Perez is back…after landing bi….read more
Mexican Formula 1 driver Sergio Perez, renowned for his association with the iconic KitKat slogan “Have a break, have a KitKat,” is currently embracing a hiatus from the racing world. Following a challenging 2024 season, Perez has stepped away from Formula 1 for the 2025 season. Despite this break from racing, he remains active in the advertising realm, particularly through his ongoing collaboration with KitKat.
In a recent campaign by KitKat’s Mexican division, Perez is featured humorously addressing the clamor of social media by turning off his phone and enjoying a KitKat bar, all set to the tune of Queen’s “I Want to Break Free.” This advertisement playfully underscores the concept of taking a well-deserved break, aligning seamlessly with both Perez’s current sabbatical and the brand’s longstanding message.
The decision to take a hiatus comes after a tumultuous period in Perez’s racing career. During the 2024 season, he struggled to find his footing, failing to secure a race victory with Red Bull Racing from April 2023 to December 2024. In contrast, his teammate Max Verstappen achieved an impressive 26 wins during that same timeframe. Perez’s difficulties were further highlighted by his descent to eighth place in the drivers’ championship and a lack of podium finishes since April 2024.
These performance challenges led to Red Bull’s decision to part ways with Perez, despite a contract extension signed in June 2024 intended to keep him with the team through 2026. The team opted to promote New Zealander Liam Lawson from their junior team, Racing Bulls, to partner with Verstappen for the 2025 season. Lawson’s promotion came after he demonstrated potential during his tenure with the junior team, though he has faced his own set of challenges in the RB21 alongside Verstappen.
In the wake of his departure from Red Bull, Perez announced plans to take at least a six-month sabbatical from racing. This period of reflection will allow him to assess his future in the sport and determine whether he wishes to pursue a return to Formula 1. The decision underscores the intense pressures and demands faced by drivers at the highest levels of motorsport.
Interestingly, during this period, KitKat has expanded its involvement in Formula 1 by becoming an official partner of the championship starting in 2025. This partnership will see KitKat branding featured prominently at races through trackside advertising and fan engagement initiatives, including immersive fan zones at select Grands Prix. The collaboration aims to integrate the brand’s message of taking a break into the high-energy environment of Formula 1, providing fans with moments of respite amid the excitement of race weekends.
This enhanced partnership between KitKat and Formula 1 also serves to bolster Perez’s presence within the sport, despite his current absence from the grid. As a longstanding ambassador for the brand, Perez’s association with KitKat continues to keep him connected to the Formula 1 community. The synergy between his personal break from racing and the brand’s core message creates a compelling narrative that resonates with fans and consumers alike.
As Perez navigates this interlude in his racing career, his continued engagement with sponsors like KitKat highlights the multifaceted nature of a professional athlete’s life, balancing competitive pursuits with personal well-being and commercial endeavors. Whether this break will rejuvenate his passion for racing or lead him down new paths remains to be seen, but for now, Sergio Perez is taking the time to “have a break” in the truest sense.
