This story has been updated to include additional photos.
Lewis Hamilton, Max Verstappen, Charles Leclerc, these are some of the biggest names in Formula One — the world’s biggest and most popular international racing circuit. However, as the auto-oriented circus returned to the Lone Star State, another name captivated the event: Sergio ‘Checo’ Perez.
As race day at the Circuit of the Americas commenced, the event was draped in Mexican flags. Hopeful Perez fans roamed the grounds in sombreros and Red Bull Racing merch. Although the Mexican racer, originally from Guadalajara, finished a disappointing eighth, many fans still felt like winners by virtue of seeing their favorite racer.
The energy around the event gave a moment of pause for how the international aspect of Formula One energizes fans around the world, how much Perez’s representation and success means for fans, and the burgeoning Latin pride that is transforming sports in Austin and the rest of the state.
Checo Perez evokes Mexican Pride at US Grand Prix
Paul Hinojos is a Checo Perez diehard, and on Sunday he was hard to miss. He and his daughter were wearing massive Mexican sombreros with “Checo” emblazoned on the front in large letters. Hinojos is from Juarez and said he has seen Perez race in Austin, Mexico City, Barcelona and Spielberg, Austria.
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“Being from Mexico, it’s amazing to be here supporting Checo. And with so many of us here, it is important to make sure he feels supported here,” said Hinojos.
The giddy Hinojos mentioned that Mexicans are very proud and it is important to make sure they are represented with at least one driver in Formula One — but he thinks there will soon be two.
“Pato (O’Ward) is with McLaren and I believe he will be in Formula One soon,” he said.
O’Ward is currently driving on the INDYCAR circuit and has been touted as Mexico’s most promising racing prospect.
In a display of his support for his home country, when asked which team he would support, Perez’s Red Bull or O’Ward’s McLaren, Hinojos said “I’ll support both 50/50.”
Latino fans in Austin have elevated the city’s sports culture
While COTA allowed Mexican fans to express their pride and respect for a compatriot, Latino support and participation at Austin sporting events is a growing trend that echoes what is happening in other major cities in the U.S.
Why are members of the Mexican diaspora, and other Latinos such fervent fans? Nathan Luevano, whose family is from Mexico City, said it is about knowing someone has had similar experiences to you and supporting their success.
“For me, it gives me national pride to see a Mexican athlete succeed in a sport,” said Luevano, “As Mexican Americans, we have to give props to how high Checo has been representing Mexico on an international stage over the past couple of years.”
That sentiment, felt on the ground at COTA, is bigger than the race track. Austin’s MLS team, Austin FC, has been embraced and uplifted by a multitude of Latino fans. This is a fact that the team has embraced and that can be seen in its nickname “Los Verdes.” In tifos (giant banners brandished by fans), one of which featured legendary singer Selena Quintanilla, and other branding, the team often features Mexican designs.
According to the sports finance and analytics website Sportico, Austin FC already ranks at No. 21 on a list that features 50 of the most valuable clubs from around the world.
With an estimated value of $800 million, Austin FC — which is in its fourth season — is the youngest team on this list by a sizable margin. The team’s success is a testament to how a city hungry for professional sports has embraced its first major pro sports team and the impact of Latino fans cannot be understated.
This Latino-driven hunger for sport has inspired Mexican teams like Club America and Tigres, two of Mexico’s most popular teams, to play games in Austin. Moreover, Mexican music artists like the immensely popular Peso Pluma have made it a point to visit Austin during tours. Carín León recently played Austin City Limits Music Festival and taped an episode of the fest’s namesake television show while in town.
Sporting events like F1 and Austin FC games exemplify the way Mexican culture is ingrained in sports culture, Luevano said. “We love futbol and we love to support Mexican artists, athletes, and performers in the world stage.”
Luevano also took the opportunity to give Austin FC, his preferred MLS team, some advice: “I would love to see more Mexicans play for Austin FC so that love can grow.”
A sentiment that is surely shared by others in the city.
Perez is spurring Formula One interest in Latin America
While Latinos are not a monolith, their appreciation for Perez, as a Latino and Spanish-speaking driver, is widely shared.
This can partly be attributed to the fact that there are currently no other Latino drivers on the Formula 1 grid. Moreover, out of 24 races on the Formula One schedule, only one race is set in a Spanish-speaking Latin country — the Mexican Grand Prix in Mexico City.
The effect this has can be seen in marketability numbers. According to SportsPro Media, Perez is ranked as the 76th most marketable athlete in sports. It should be noted that Perez, who is on the older end of drivers at 34, scores low in social media metrics — though he does sell more merchandise than most drivers.
In races that have more of a Latin American influence, like the Mexican Grand Prix, Miami Grand Prix and US Grand Prix, Perez often takes center stage. In Austin, he was on various ads and posters.
In the Latin American region, Formula One says there are now 150 million fans. In the past four years, the Mexican region specifically has seen huge growth.
Mexican fans in Austin demonstrate how that trend is translating to cities and states with large Latino populations. As in many other aspects of American culture, the Latino influence is growing.
Beck Andrew Salgado covers trending topics in the Austin business ecosystem for the American-Statesman. To share additional tips or insights with Salgado, email Bsalgado@gannett.com.