If it seems like you’ve heard a lot about racing legend Aryton Senna recently, you’re not alone. A nationwide study commissioned by the SENNA brand reveals that 7 out of 10 Americans ages 18-29 are familiar with the Brazilian F1 driver—and his prominence is growing.
Recent media projects have fueled renewed interest in the three-time F1 World Champion. In “F1: The Movie” starring Brad Pitt, Senna shares the track with rookie Sonny Hayes. More than just a rival, Senna is referenced throughout the film—both explicitly and through subtle nods that longtime fans will recognize.
“Senna is the pinnacle—the very top, regarded as one of the greatest of all time. In this film, we’re paying tribute to the best,” said Pitt in an interview with Brazilian audiences at the film’s premiere earlier this year. The film was co-produced by seven-time World Champion Lewis Hamilton, a lifelong Senna admirer.
Meanwhile, the Netflix limited series “Senna,” released in late 2024, became a global hit, surpassing 37 million watch hours in the first two weeks and topping non-English language series charts worldwide. The series also helped expand Senna’s engagement—according to brand research, 70% of Americans who know Senna discovered him in the past five years, and 85% of viewers finished the final Netflix episode wanting to learn more about the driver’s journey.
A Cultural Phenomenon
Today, SENNA—a global brand inspired by Senna’s legacy—has a portfolio of more than 65 partners and launches new product collections across diverse categories every year with brands such as Tag Heuer, McLaren and Ducati. The McLaren Lego set, for instance, sold out in stores, while the full-scale McLaren Senna supercar, priced at over $1 million, sold half of its 500 global units in the United States alone. Ducati, another longstanding brand partner, saw all 341 units of its Monster Senna motorcycle model acquired within 48 hours, with one-fifth of the production going to American buyers.
Senna, who passed away in 1994 after an accident at the San Marino Grand Prix, became the first motorsports figure to appear in the Minecraft video game, while “Senna Driven,” an electronic music album featuring artists like Armin Van Buuren, Meduza, Nicky Romero and Alok that blends original Senna audio with exclusive tracks, has surpassed 10 million global streams, with the U.S. being the second-largest market for listeners behind only Brazil.
The SENNA brand also plays a transformative social role, as a percentage of its profits is donated to the Ayrton Senna Institute. For over 30 years, the institute has worked to improve public education in Brazil, positively impacting more than 39 million children.