Dutch businessman misses out on €100m windfall after refusing to invest in Max Verstappen – Verstappen has changed the face of Formula One in the Netherlands, becoming a national icon and dramatically boosting the sport’s popularity in his home country. His rapid rise to superstardom has made him one of the most commercially appealing figures in the sport, attracting major brands eager to associate themselves with his success. However, not everyone saw the potential at the outset – a mistake that one Dutch businessman now deeply regrets.
Michel Perridon, the wealthy entrepreneur behind electronics company Trust, once played a pivotal role in supporting Jos Verstappen, Max’s father, during his own Formula One career. Trust’s logos adorned Jos’s cars in the early 2000s, giving the company a high profile in the global racing world.
A costly missed opportunity
Perridon’s passion for motorsport and business acumen made him a loyal backer of Jos, but when the opportunity arose to invest in the next generation – Max Verstappen – he declined. It was a decision that, in hindsight, cost him dearly.
Speaking candidly on The Dutch Dragons podcast, Perridon revealed the full extent of his mistake. He recounted how he was approached by Raymond Vermeulen, who manages both Jos and Max Verstappen, with a unique investment proposition. The offer was clear: invest five million euros at the start of Max’s career and receive ten percent of Max’s lifetime earnings.
Perridon, confident that he had already contributed enough to the Verstappen family, turned it down.
“I always sponsored Jos, Max’s father, with my company and it cost me millions,” explained Perridon, laughing at his own misstep.
“At one point his manager came to me and said: ‘Do you want to invest five million? I will give you ten per cent of all Max’s earnings for the rest of his life. But what did Jan Lul say? I won’t do it. I’ve invested enough in your family… One little mistake… You’re wrong sometimes, aren’t you?”
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The scale of the loss
The scale of Perridon’s mistake becomes even more apparent when you consider Max Verstappen’s astonishing success in F1. As of 2025, Verstappen is a four-time world champion and arguably the face of the sport. His earnings from race wins, bonuses, endorsements and sponsorship deals have easily exceeded hundreds of millions of euros and show no signs of slowing down.
Had Perridon taken up the offer, his ten per cent cut would have netted him a fortune well in excess of €100 million. Instead, he is watching from the sidelines as Verstappen continues to break records and attract major corporate partnerships around the world.
Max Verstappen: A commercial powerhouse
Today, Max Verstappen’s brand equity extends far beyond the race track. His long association with Red Bull Racing has made him one of the most marketable athletes in the world. Alongside his on-track contributions, Verstappen is also a key ambassador for Red Bull’s now rebranded clothing line, AlphaTauri.
In the Netherlands, Verstappen’s influence is everywhere. For years he was the face of Jumbo, one of the country’s largest supermarket chains. His endorsements also span industries, from car brands to technology companies, all vying to tap into his massive fan base and the prestige attached to his name.
Furthermore, Verstappen’s success has had a ripple effect throughout Dutch motorsport. Attendance at the Dutch Grand Prix at Zandvoort has soared and a new generation of Dutch drivers has been inspired by his meteoric rise. Dutch F1 viewership has reached record levels and the ‘Max Effect’ continues to boost TV ratings, merchandise sales and corporate investment linked to the sport.
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Trust’s Legacy and Perridon’s Reflections
Trust, the companies founded by Perridon, are still respected names in the tech accessories market, but have not been associated with Formula 1 sponsorship for many years. Perridon himself has shifted his focus to other investments and philanthropic activities, while remaining an active figure in the Dutch business community.
Despite the missed opportunity with Max Verstappen, Perridon reflected on his decision with humour rather than bitterness. Speaking on The Dutch Dragons podcast, his tone remained light-hearted, even as he acknowledged the staggering financial loss.
“Sometimes you’re right, sometimes you’re wrong,” he mused. “This time I was spectacularly wrong.”
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The broader lessons of sports investing
Perridon’s story is a powerful reminder of how unpredictable talent trajectories can be, even for seasoned investors. Early investments in athletes can be risky, but if successful, they can yield returns that far exceed those of traditional business ventures. In the world of Formula One, where careers can be made or broken in an instant, spotting and backing the next big star requires a blend of foresight, risk-taking and sometimes a bit of luck.
Had Perridon taken a chance on Max Verstappen, he would have secured a stake in one of the most lucrative sporting careers in modern history. But his experience also highlights the human element – personal relationships, previous investments and emotions – that can sometimes cloud purely financial decisions.
As for Verstappen, his career shows no signs of slowing down. At just 27, he is already a four-time world champion and continues to dominate the F1 scene. His on-track battles, combined with his fierce competitive spirit and approachable public persona, have made him a global icon.
Verstappen’s commercial future looks equally bright
As Red Bull continues to build around him and global interest in Formula One soars, Verstappen’s earnings are set to soar. New sponsorship deals, brand collaborations and possibly business or media ventures are likely to add to his already immense fortune.
A light-hearted but painful what-if While Michel Perridon’s missed opportunity remains a humorous footnote in Max Verstappen’s success story, it also serves as a poignant what-if. The chance to be financially tied to one of the greatest drivers in F1 history for the price of five million euros must now feel like an historic miscalculation.
But in true Dutch fashion, Perridon has taken the loss in stride, choosing laughter over mourning. It’s a testament to the unpredictable nature of both business and sport – and a reminder that even the shrewdest of businessmen can sometimes miss history in the making.
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I probably WOULDN’T have taken the risk … because investing in Jos V probably wasn’t very lucrative, so I would have said “once bitten, twice shy”.
But, for me, Max V IS F1 these days. I cannot see anyone else I would really wish to cheer for … apart from maybe Carlos Sainz and Oscar Piastri. But Max is certainly the real draw, as Fernando Alonso has, I presume, only a limited time left in the sport now