Senna Brands
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.
- Company typePrivate
- Founded1994
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
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.
Senna Brands firmographics
Firmographics- 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
Senna Brands industry classification
Industry- 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
Where Senna Brands is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Senna Brands business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Supply Chain, Others
Revenue model
- 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.
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer products available through Senna Shop |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels11 records
Senna Brands product offering
Product offeringCore 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
Companies that use Senna Brands
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Senna Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Senna Brands partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- Museu Nacional do Automóvel (MAUTO)core"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 SennaflagshipThe 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
Senna Brands competitors and assessment
Company assessmentOthers
- 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
Senna Brands social profiles
Digital presenceSenna Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Senna Brands leadership team
Management profileNumber of profiles
Profiles4 records
Senna Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Senna Brands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Senna Brands
What does Senna Brands do?
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.
Is Senna Brands a public or private company?
Senna Brands is a private company. It is classified as family owned and is currently operating.
When was Senna Brands founded?
Senna Brands was founded in 1994. It employs 11 to 50 people.
Where is Senna Brands based?
Senna Brands is headquartered in São Paulo, Brazil, in the Latin America region.
How does Senna Brands make money?
Four revenue lines are on record. Licensing Royalties are the primary driver. The others are experiential Ventures, real Estate Development and product Sales.
Who are Senna Brands's main competitors?
Others on record are Formula 1 (Formula One Group), McLaren Racing and TAG Heuer (LVMH). Emerging players are David Beckham / DB Ventures and Cristiano Ronaldo / CR7 Brand. Broad incumbents are Ferrari N.V. and Endeavor Group Holdings. Direct peers are Michael Schumacher Estate / Licensing Programs, Authentic Brands Group and IMG (Endeavor).
Does Senna Brands have an API?
No public API is recorded for Senna Brands.
What industry is Senna Brands in?
Senna Brands's product category is Brand Licensing & Management. Its primary akta.pro industry code is CRAFAGAE, Collectibles, Trading Cards & Memorabilia Marketplaces. Its SIC code is 5944.