Bad Bunny has quietly built one of the most intriguing business portfolios in Latin entertainment, and his latest move takes him straight into the fast lanes of Colombian motorsport. Through Rimas Sports, the agency he co-founded with Noah Assad in 2023, the Puerto Rican artist now manages the careers of three major Colombian racing figures: legendary Juan Pablo Montoya, trailblazer Tatiana Calderón, and rising star Sebastián Montoya.
What started as a baseball-focused agency has quickly expanded into a multi-sport powerhouse. Rimas Sports now represents over 60 elite athletes across disciplines like boxing, padel, American football, and motorsport, with combined contracts exceeding $440 million. But the agency's philosophy goes beyond contract negotiations. Its core mission is to transform each athlete into a global brand, much like Bad Bunny himself has done with his music and fashion ventures.
Colombian Racing Royalty Under One Roof
The decision to invest in Colombian motorsport feels deliberate. Juan Pablo Montoya is widely regarded as the most successful Colombian driver in history, with wins in Formula 1, the Indianapolis 500, and the 24 Hours of Daytona. Tatiana Calderón made history as the first Colombian woman to compete in Formula 2, breaking barriers in a male-dominated sport. Sebastián Montoya, Juan Pablo's son, represents the next generation, steadily climbing the ranks toward the pinnacle of global motorsport.
Rimas Sports doesn't just manage their racing contracts. The agency handles sponsorships, media presence, and business opportunities, even partnering with iHeartMedia to produce exclusive digital content that amplifies each athlete's voice. This holistic approach mirrors the way Bad Bunny has built his own empire, from music to merchandise to sneaker collaborations with adidas.
For Colombian fans, seeing these three drivers represented by a Puerto Rican-led agency underscores the interconnectedness of Latin American culture. It's not just about business; it's about recognizing talent across borders and giving it a global platform. Bad Bunny's involvement brings a cultural cachet that traditional sports agencies often lack, blending the energy of reggaetón with the adrenaline of racing.
The move also aligns with a broader trend of Latin artists building business empires beyond music. Shakira and other Latin stars have similarly expanded into boardrooms, proving that cultural influence can translate into serious commercial power. Bad Bunny's $100 million fortune is a testament to that strategy.
As Colombian motorsport continues to grow on the international stage, having a figure like Bad Bunny in its corner could open doors that were previously closed. The partnership is a reminder that Latin talent, whether in music or motorsport, thrives when supported by those who understand its value. And for Bad Bunny, it's another smart bet in a career defined by calculated risks.
