Rally superstar Kalle Rovanperä is back in the headlines, but this time not just for his driving exploits. The young Finn shocked motorsport fans and the wider public when he turned down a $10 million contract from billionaire Elon Musk. The details of the offer were revealed when Rovanperä gave his blunt response to Musk’s proposal, which was apparently related to a promotional campaign with Musk’s companies, such as Tesla or xAI. Rovanperä’s words, “Keep it and use it for something that really helps people!” have spread like wildfire on social media, especially on the X platform, where they have garnered thousands of likes and shares.
Rovanperä, a two-time world champion at just 25 years old, is known not only for his skills behind the wheel but also for his down-to-earth attitude. His decision to reject Musk’s offer is not the first time he has demonstrated value-based action. He has previously refused to participate in events that do not fit his principles, such as drifting competitions, which he left to “young men’s work,” like his father Harri. However, rejecting Musk’s offer is an exceptional act, as $10 million would have been a significant sum even for a top driver like Rovanperä, who is estimated to have earned tens of millions of euros in sponsorship deals and prize money during his career.
Although the exact details of the offer have remained somewhat obscure, sources say Musk wanted Rovanperä to participate in a large-scale marketing campaign, possibly to launch Tesla’s new electric cars through motorsport. Musk, who has invested heavily in his brand visibility in recent years, saw Rovanperä as an ideal frontman: a young, successful and globally known athlete who could appeal to a new generation of consumers. Rovanperä’s refusal was not solely due to financial reasons, but his response suggests a deeper disagreement with Musk’s methods or values. In comments circulating on the X platform, Rovanperä’s fans have been praised for their courage in standing up to the world’s richest man’s plan.
Rovanperä’s decision has sparked widespread debate in and outside of motorsports circles. Some see his action as idealistic, while others see it as calculated image-building. However, Rovanperä has previously shown that money is not his primary motivation. For example, at the 2025 Safari Rally in Kenya, he participated in the drivers’ protest against the treatment of the media, even though it resulted in a fine of 10,000 euros. His focus has been on sports and environmental issues, as he has supported carbon neutrality goals in the World Rally Championship with Toyota. Musk’s offer, which could have tied him to controversial business deals, did not fit this picture.
Musk’s reaction to Rovanperä’s refusal has been predictably provocative. On the X platform, he commented: “If you don’t want to be part of the future, stay in the past.” This prompted a backlash from Rovanperä’s supporters, who recalled Musk’s controversial business dealings, such as the SEC’s lawsuit in 2025 over Twitter stock trades, accusing him of $150 million in financial crimes. Rovanperä’s fans have also compared his action to Mohamed Salah’s decision to reject a €600 million offer from Saudi Arabia, emphasizing the importance of values over money.
The World Rally Championship continues to rage, and Rovanperä is still one of the favorites for the championship, even though the technical interruption of the Safari Rally cost him points. His latest stunt with Musk has not affected his focus, but it has strengthened his status as an athlete who dares to say no. In Finland, where Rovanperä is celebrated as a national hero, his decision has even been compared to the days of Jari Litmanen, when principles came before money. Fans are eagerly awaiting what Rovanperä will do next – on and off the track. One thing is for sure: his words about Musk’s offer will go down in motorsport history as proof that sometimes values are worth more than millions.
