Senna: how the brand remains relevant 30 years after the death of its idol | Business

Exactly 30 years ago, Brazil said goodbye to one of its greatest sporting legends, the Formula 1 driver Ayrton Senna, which left an invaluable legacy for future generations of the sport. Even three decades after his departure, the idol continues to live on in the Brazilian imagination, and his achievements are passed down from generation to generation. One of those responsible for maintaining his image is the company Senna Brandscreated in 1990 to manage all products licensed under the pilot brand.

Between 2019 and 2020, the family decided to separate the management of the Senna brand from the Ayrton Senna Institute, which receives donations to finance educational projects. This way, the more business-focused arm, currently based near Faria Lima, in São Paulo, would be able to bring in even more strategic partnerships. Senna Brands’ CEO is Bianca Senna, the driver’s niece.

The cult of Ayrton Senna’s memory has gained new momentum in recent years, especially due to the increasing mentions of new generation drivers who are inspired by the legend’s achievements, such as Lewis Hamilton, and the boost of the Netflix series “Drive to Survive”. , which aroused the interest of North Americans in the world of Formula 1 and, consequently, in Ayrton Senna.

In an interview with PEGN, Thiago FernandesCOO of Senna Brands, says that the upcoming Netflix fictional series “Senna”, which had a first teaser released last Tuesday (30/4), is one of the main bets to help boost Senna’s image even further throughout 2024. The production does not yet have a defined release date.

Global brand

Currently, hundreds of products with the Senna brand are produced by 40 partners around the world, with products in categories ranging from fashion to land and air vehicles — yes, there is already a partnership to develop an Eve-Senna eVTOL.

According to Fernandes, the company carried out popularity research in dozens of countries and found a growing interest in the topic in the United States, far from the European birthplace of Formula 1. The new fictional series, in fact, is expected to reach the North American audience and, in doing so, boost the brand globally.

Senna Brands does not disclose revenue and does not have updated data on the value of the Senna brand, but a survey that considers 1990 to 2019, the period in which the brand was managed by the institute, shows that around US$2 billion was handled.

First partnerships were negotiated by Senna himself

According to Fernandes, a combination of factors means that the brand remains relevant even after so many years since the pilot’s death. One of them is the strong history of partnerships, which began when Senna was still alive, such as the emblematic Ducati motorcycle.

“These are iconic brands that have built an ecosystem with us. This is very much in line with the family’s thinking, which is still very involved in everything. And all of this has at its heart this magical way in which Ayrton inspired and inspires everyone to try to do their best, to be the best version of themselves.”

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Metaverse and artificial intelligence to approach new generations

In recent times, Senna Brands has invested in projects that speak to new generations, so that the brand can also be perpetuated in new languages. This Wednesday (1/5), for example, the exhibition “Eu, Ayrton Senna da Silva” opens its doors in Rio de Janeiro, with technology artificial intelligence so that the idol himself can tell his story. The exhibition has already taken place in other cities, such as São Paulo and Porto Alegre, but promises “news” in the Rio edition.

Furthermore, Senna debuted in metaverse last April, through the Roblox platform, with partnerships and games featuring the character Senninha, and received a projection on Sphere, the famous giant spherical LED screen in Las Vegas, sponsored by Guaraná Antarctica. There is also a new season of Senninha’s animation scheduled for 2025. In the offline world, Senna’s McLaren became a Lego toy and a new sneaker was launched by Asics.

Fernandes adds that many other launches should be published in the second half of the year, including in the real estate market — the latter should involve an experience project involving the pilot, but is among the brand’s “top secrets”, according to the executive.

Winning brands tend to create a connection with consumers

In the view of Alan Kuhar, professor of Marketing at the Escola Superior de Propaganda e Marketing (ESPM), one of the assets that makes the Senna brand remain strong to this day is the profile of Ayrton Senna himself, who inspired by being dedicated not only during the races, but throughout their preparation and behind the scenes.

“He stood out for the quality of his training, his racing, his concern for the car, for everything. He is victorious not through luck, but through dedication. Consumers like to connect with winning brands,” he comments.

Therefore, making a brand “winning”, in the expert’s view, involves taking care of quality from the beginning. “Even in difficulties, whether financial, management or people, it is necessary to be clear that false opportunities are not shortcuts, they hinder your legacy”, he says.

One of the lessons he believes this lasting legacy can bring to small and medium-sized companies is the care with your brand and image: how will your consumers see you compared to your competitors?

“Dedication, commitment, a very clear focus on becoming F1 world champion. Ayrton Senna had his learning stages, he trained his body and mind, he debated with engineers to always do his best. It’s the same with the company, the commitment needs to be continuous and the quality must be present from the beginning: the consumer is the one who will give the trophy, when choosing to buy from your company”, he says.

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