Ayrton Senna’s Legacy Strengthens Its Reach in the U.S.

The global brand inspired by the three-time Formula 1 World Champion is strengthening its U.S. presence, becoming a cultural touchpoint in a market where motorsport is winning over a new generation.

According to a nationwide survey commissioned by Senna Brands, 60% of Americans across all age groups are familiar with the legendary driver, and 52% say his life story inspires them. Among 18–29-year-olds, purchase intent rises by 67% when products or experiences are associated with Ayrton Senna. Senna’s influence is expanding beyond motorsport, with films, series, and video games fueling his relevance in entertainment and lifestyle culture.

A New Generation of Fans

College student Aaron Stone, 23, is one of many young Americans who recently discovered Ayrton Senna through online searches. YouTube videos, documentaries, old races, and interviews with the three-time F1 World Champion became the foundation for a deep dive into a new hero.

“To me, Senna represents a time when athletes were true role models and sources of inspiration,” says Stone. “I’m telling all my friends in North Carolina: Senna is the guy.”

This sentiment is not isolated. A nationwide study commissioned by the SENNA brand reveals that 7 out of 10 Americans aged 18 to 29 are familiar with the legendary Brazilian driver. Awareness is highest among Gen Z, followed closely by Millennials.

A Timeless Figure in Motorsport

Ayrton Senna was one of Formula 1’s most popular drivers, including among American audiences, during an era when the sport was still fighting for traction in the U.S. His career was tragically cut short during the 1994 San Marino Grand Prix in Imola. Even so, his global relevance has only grown. Stories of overcoming obstacles, his pursuit of perfection, and his emotional racing style remain timeless references — even for those who never saw him compete.

Recent media has helped renew interest in Senna. The Brad Pitt film F1 includes explicit references and tribute lines to Senna, and the Senna brand has described him as a central point of inspiration for the story’s era and themes.

The film was co-produced by seven-time World Champion Lewis Hamilton, a lifelong admirer of Senna. “I wouldn’t be a driver today if it weren’t for him,” Hamilton said during the Brazilian GP. “Since I was a child, I would put on videos at home and study him, his values, what he believed in, and how he behaved.”

Meanwhile, Netflix’s limited series Senna (released Nov. 29, 2024) quickly hit the global non-English Top 10; Senna Brands reported that Netflix said the show passed 37 million hours watched in just under two weeks and topping non-English language series charts worldwide. According to brand research, 85% of viewers finished the series wanting to learn more about the driver’s journey.

Senna’s Reach in Pop Culture

Formula 1 is transforming, targeting younger and more engaged audiences. In Senna and on Netflix, the sport has found powerful allies. The cycle feeds itself: according to the survey, 70% of Americans who know Senna discovered him in the past five years. Netflix played a significant role, with 24% citing it as their entry point. F1 broadcasts accounted for 23%, while 13% said they first learned about Senna through friends and family — underscoring his intergenerational appeal.

The SENNA Brand and a Multiplatform Legacy

Ayrton Senna has transcended racing to become both a cultural icon and a contemporary brand that carries his DNA forward. Today, SENNA has a global portfolio of more than 65 partners and launches new product collections across diverse categories every year. Luxury brands such as TAG Heuer, McLaren, and Ducati consistently select the Senna name for partnerships, validating its premium positioning and commercial potential.

The mission of the Senna brand is to carry Ayrton’s powerful story and values forward,  inspiring new generations to pursue their dreams with courage and resilience. The brand stands at the intersection of racing excellence, timeless heritage, cultural significance, and premium lifestyle, creating an unparalleled opportunity in the global marketplace.

Senna has even entered the digital universe. The brand positioned him as a rare motorsport icon featured via an official Minecraft Marketplace world, where players can drive karts and iconic cars on faithfully recreated tracks. Floruit, the brand’s partner in bringing Senna to the Minecraft Marketplace, reports that the U.S. is one of the leading markets for downloads, and the game consistently ranks highly among players.

Another cultural milestone was the launch of Senna Driven, an electronic music album featuring artists like Armin Van Buuren, Meduza, Nicky Romero, and Alok. Blending original Senna audio with exclusive tracks, the album has surpassed 10 million streams, according to Senna Brands/partner reporting. The U.S. stands as the second-largest market for listeners.

The survey revealed that among 18 to 39-year-olds, brand association with Ayrton Senna increases purchase interest by over 65% — a figure that helps explain the strong performance of recent collaborations. The LEGO Icons McLaren MP4/4 & Ayrton Senna set has appeared as sold out at major official retailers at times, while The McLaren Senna was capped at 500 units globally, with about 120 U.S.-spec examples reported by auto press. Ducati’s Monster Senna was limited to 341 units and sold out rapidly after launch.

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 the lives of more than 39 million children and young people. This commitment ensures that every new collaboration not only carries Ayrton’s legacy forward but also helps shape future generations through access to quality education.

The motorsport fan community continues to grow, as does the demand for its icons. In the race to connect with a new generation, Senna is once again ahead of the grid.