Senna Brands

What Senna Brands does

Senna Brands is a privately held Brazilian brand management and licensing company founded in 1994 in São Paulo to commercialize the global legacy of three-time Formula 1 World Champion Ayrton Senna, operating under license from the Instituto Ayrton Senna. The company manages the Senna and Senninha brand portfolios across more than 70 countries through 65+ active licensing partnerships spanning luxury watches (Tag Heuer), motorcycles (Ducati), Formula 1 (McLaren), toys (LEGO), energy (Shell), footwear (ASICS), gaming (Minecraft), and fashion (Reserva). Core products include licensed merchandise (apparel, accessories, books, footwear, collectibles) distributed via Senna Shop e-commerce and partner retail networks, plus owned experiential assets such as Senna Club (F1 hospitality) and Senna Tower (luxury real estate in Balneário Camboriú).

The business model combines licensing royalties, owned-asset revenue (hospitality, real estate, direct-to-consumer e-commerce), and event-driven experiences (Ayrton Senna Racing Day, now in its 20th edition). Senna Brands earns from brand partners that pay royalties to associate with the Senna identity, from direct merchandise sales through Senna Shop, and from operational revenue at owned venues. Pricing for consumer products is unit-based (e.g., caps at R$89.90, special-edition watches, sneakers), while enterprise licensing fees and Senna Tower unit pricing are not publicly disclosed. The company employs 11-50 staff and was led through 2026 by Bianca Senna (Ayrton's niece) as CEO, alongside a recently reorganized C-suite.

Senna Brands operates a virtuous cycle in which brand commercialization proceeds flow in part to Instituto Ayrton Senna, an educational foundation that has reached 36 million+ children and youth across 3,000 Brazilian cities. The company is currently transitioning from a traditional licensing business into a diversified global platform, with strategic priorities including US, European, and Latin American expansion, owned-experiential scaling, and new product lines such as the Brasil Collection. Notable growth indicators include reported eightfold revenue growth over the last six years and the 2026 addition of a Chief Revenue & Growth Officer and Chief Strategy and Operations Officer to support international expansion.

Name

Senna Brands

Legal name

Senna Brands

Website

https://senna.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Senna Brands is a privately held São Paulo-based brand management and licensing company that commercializes the global Ayrton Senna legacy through 65+ licensing partners, owned e-commerce (Senna Shop), F1 hospitality (Senna Club), and luxury real estate (Senna Tower) across 70+ countries.

Ownership category

akta.pro rank

Product category

Brand Licensing & Management

SIC

Retail-Jewelry Stores (5944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Collectibles, Trading Cards & Memorabilia Marketplaces (CRAFAGAE)

Keywords

• Brand licensing management
• Experiential marketing services
• Sports memorabilia licensing
• Luxury brand partnerships
• Lifestyle merchandise retail

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Others

Revenue model

1. Licensing Royalties: Traditional licensing remains a core pillar of the business with more than 65 active licensing partners globally including Tag Heuer, Ducati, McLaren, and LEGO. Partnerships span lifestyle and fashion categories including collaborations with Reserva and ASICS.
2. Experiential Ventures: Development and operation of experiential assets including the Senna Club hospitality concept activated during the São Paulo Grand Prix, with plans to expand to other international Formula 1 destinations. Also includes the Ayrton Senna Racing Day event.
3. Real Estate Development: Senna Tower - luxury real estate project under construction in Balneário Camboriú, Brazil, positioned to become the tallest residential building in the world.
4. Product Sales: Direct-to-consumer sales of official Senna brand products through Senna Shop e-commerce platform including apparel, accessories, books, and collectibles.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels11 records

Core offering

Senna Brands manages and expands the commercial Ayrton Senna brand portfolio worldwide, operating a diversified platform of brand licensing partnerships (65+ active licensees including Tag Heuer, Ducati, McLaren, LEGO, Shell, and ASICS), owned experiential assets (Senna Club hospitality, Ayrton Senna Racing Day), direct-to-consumer merchandise sales through Senna Shop, and the Senna Tower real estate development in Brazil. The company operates under license from Instituto Ayrton Senna and channels proceeds toward educational programs.

Product overview

Senna Brands is a brand management and licensing company overseeing the Senna and Senninha brand ecosystems. The portfolio is anchored by the Senna Brand (licensed merchandise across apparel, accessories, footwear, books, and collectibles through 65+ global licensing partners such as Tag Heuer, Ducati, McLaren, LEGO, ASICS, and Reserva, spanning 70+ countries) and the Senninha sub-brand (children's animated content and educational products). The company is expanding beyond licensing into owned assets including Senna Tower (luxury real estate in Balneário Camboriú) and Senna Club (hospitality experiences at Formula 1 events). Additional touchpoints include the official Senna Shop e-commerce store, the Ayrton Senna Racing Day fan event, and the Instituto Ayrton Senna (non-profit education arm funded by brand revenues). Key recent product launches include the Brasil Collection (apparel inspired by Senna's connection to Brazil's national football team) and the TAG Heuer x Senna limited-edition watch.

Differentiator

Problem solved

Functional benefit

Products and services

• Senna Brand Licensing Program
• Senna Shop

Quantifiable outcome

• Revenue growth of eightfold over six years
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and flagship.

• Museu Nacional do Automóvel (MAUTO)coreStrategic or Co-development Partner · 31 October 2024"Ayrton Senna Forever" immersive exhibition at MAUTO in Turin, Italy, featuring cars, memorabilia, and personal items from Senna's career - open until October 2024.
• Instituto Ayrton SennaflagshipStrategic or Co-development PartnerThe Instituto Ayrton Senna is the licensor of the Senna brands and receives proceeds from brand licensing. It operates as a charitable educational foundation reaching over 36 million children and youth across Brazil.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Others

• Formula 1 (Formula One Group): Sanctioning body for F1 racing with its own global licensing and content business. Relevant as the broader ecosystem in which Senna Brands operates, and as a structural counterparty shaping demand for F1-related IP.
• McLaren Racing: Current licensing partner of Senna Brands with its own motorsports brand licensing program and McLaren lifestyle division. Relevant as both customer and a partial comparator for F1-aligned brand monetization strategies.
• TAG Heuer (LVMH): LVMH-owned luxury watchmaker and Senna's flagship licensing partner. Functions as both a key channel partner and an adjacent benchmark for premium motorsports-adjacent brand monetization at scale.

Emerging players

• David Beckham / DB Ventures: Family-managed brand and investment vehicle commercializing a global sports figure's IP across partnerships, endorsements, and lifestyle. Closely parallels Senna Brands' family-controlled, diversified brand stewardship model.
• Cristiano Ronaldo / CR7 Brand: Persona-driven global licensing and lifestyle brand portfolio around a major sports figure. Comparable in leveraging athlete IP across fashion, fragrance, hospitality, and fitness categories with global reach.

Broad incumbents

• Ferrari N.V. F1 racing principal with extensive brand licensing, lifestyle products, and themed experiences. While Ferrari owns the racing team itself (vs. Senna as a legacy brand), it represents the closest large-scale motorsports brand commercialization benchmark.
• Endeavor Group Holdings: Public holding company encompassing talent representation, brand management (IMG), and experiential assets. Comparable to Senna Brands' diversified model combining IP licensing, owned experiences (UFC, etc.), and strategic brand partnerships.

Direct peers

• Michael Schumacher Estate / Licensing Programs: Legacy motorsports brand licensing around a deceased F1 champion — closest thematic analog to Senna Brands' model of monetizing a fallen hero's IP through long-term licensing and memorabilia partnerships.
• Authentic Brands Group: Global brand management and licensing powerhouse managing celebrity and lifestyle IP portfolios. Directly comparable to Senna Brands in monetizing legacy brand IP through licensing partnerships, with parallel diversification into owned retail and experiential assets.
• IMG (Endeavor): Sports and entertainment licensing and brand management business representing athletic IP across endorsements, licensing, and events. Highly comparable business model for monetizing athlete legacy IP through global licensing and experiential partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sennabrand
• YouTubeyoutube.com/@SennaTVOficial
• Facebookfacebook.com/sennabrasil
• Instagraminstagram.com/sennabrasil
• TikToktiktok.com/@oficialayrtonsenna

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Senna Brands