Sergio Perez in dispute over trademark nickname 'Checo Pérez'

Dispute over the name 'Checo Perez'

Something both sides agree on is the origin of the nickname. "In Mexico, anyone named Sergio is called 'Checo'," the Red Bull Racing driver once said. The senator concurs with those words, which is precisely why he also wants to register his nickname so that he can use it on ballot papers.

"The name 'Checo' is very common for anyone called Sergio. In Perez's case: there are many people with that name in the country, and he became famous as our compatriot who has excelled in an unusual discipline in Mexico, motorsport. That made the name Checo Pérez famous," Senator Perez said in a conversation with ESPN.

Perez files objection

The senator intends to register the name 'Checo Perez Flores' as a trademark because he says he has "always been called that" and that is how he wants to be on the ballot. The F1 driver has a registration under the name 'Checo Perez' and fears the registration will cause confusion. Therefore, the 33-year-old Mexican has filed an objection.

"The trademark file [...] Checo Pérez Flores and the trademark registration [...] Checo Pérez, owned by the company I represent, are phonetically similar in such a way that they create confusion among the general public," reads part of the objection. Perez fears that the two names will be associated with each other and that the senator "unjustly appropriates the fame and prestige" of his own brand.

"They have every right to defend their identity and autonomy, it is not my intention to create confusion. I don't want people to think when they go to vote, they are voting for the Formula One driver," the senator explained. "I want to register a trademark so that people can identify me as a people's representative."

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