This Wednesday (1), the pilot’s death marks 30 years
Motorsport lovers or not, May 1st will always be remembered for the day that one of the greatest F1 drivers in the world died on that tragic curve in Imola, Italy. Thirty years later, which are completed this Wednesday (1), not only Ayrton’s memory continues to live, but also his legacy.
Still during the 1990s, two brands were created that became true references for keeping history alive for new generations, namely Senna and Senninha, which are today managed by Senna Brands.
It is controlled by Senna’s own family, and the person in charge is the niece of the three-time Formula 1 world champion, Bianca Senna. The numbers related to this support of the Brazilian pilot’s image are statistically proven. According to Senna Brands, the figure of Ayrton Senna represents an awareness of 92% on practically all continents, appearing among the 10 most influential sportspeople in the world.
To date, Senna has sponsorship contracts with at least five major brands, such as McLaren, TAG Heuer, Puma, Ducati and Asics.
Within these properties described above, hundreds of products and items related to Senna’s image are available, such as the emblematic watches manufactured by TAG Heuer, collectibles such as model cars and helmets, as well as personalized backpacks, t-shirts and caps.
And year after year, activations involving the Brazilian’s name multiply. For this year, for example, some important launches are planned.
One of them is aimed at young audiences, with entry into the world of games, through Roblox. The metaverse platform will have a ‘world’ called Sennaland, where users will find racing tracks with cars that marked Senna’s trajectory on the tracks. Two documentaries about the pilot’s life are also planned, one on Netflix and the other on Globoplay.
Finally, the Ayrton Senna Institute was another important legacy left by the pilot, maintained to this day by Senna’s sister, Viviane Senna. One of the missions was to prioritize education, and according to Senna Brands, in these three decades, almost 40 million children and young people were impacted with some type of support from the Institute.
“Even after 30 years, the idolatry of Ayrton Senna remains firm and growing, spanning generations, winning over fans who never even saw him race and with the great work of the Ayrton Senna Institute, with its actions and care for the brand, crystallize his image, always associated with pride, victory, discipline and Brazil that works”, said Ivan Martinho, professor of sports marketing at ESPM.
Joaquim Lo Prete, country manager at Absolut Sport in Brazil, a sports experience agency, states that the enormous legacy was maintained because Senna managed to combine talent with discipline like few others.
“This year, we sold packages for F-1 in São Paulo, in addition to other products aimed at motorsport, and when we go to the market it is clear the impact that the Senna had on the generation that is now between 40 and 70 years old. There is practically a A whole niche who fell in love with the sport through fans of it, and who remains in love with it to this day, long after,” he said.
Example on and off the track
Managing partner of Wolff Sports and specialist in sports marketing, Fabio Wolff remembers that Senna’s image was built without defects and is the result of a genuine story. “History backed by the passion and pride that the athlete had for his country. Therefore, with each achievement he made a point of sharing with the Brazilian people who felt part of the success. Away from controversies and reserved. Senna was, is and always will be national unanimity”.
For Renê Salviano, CEO of Heatmap, the highlight is the professional management of Senna’s family. “I believe it is not an easy task, even due to the fact that it is not Brazilians’ favorite sport, but Senna is a global sporting icon, and for me, the best of all that has ever appeared in the sport.”
