Ayrton Senna captivates Gen Z: 6 in 10 young americans connect with the racing legend

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

• New research shows that 60% of Americans across all age groups are familiar with the legendary driver and 52% say they are inspired by his life story.
• Among 18–29-year-olds, purchase intent rises by 67% when products or experiences are associated with Ayrton Senna;
• 52% of Americans who know Senna  Senna's influence is expanding beyond motorsport. Films, series, and video games that reference the racing icon are fueling his relevance in entertainment and lifestyle culture.

SÃO PAULO, Sept. 9, 2025 /PRNewswire/ -- 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 Caroline: Senna is the guy."

This sentiment is far from isolated. A new 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.

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 projects have fueled renewed interest in Senna. 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 Brad Pitt in an interview with Brazilian audiences at the film's premiere. 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," says Lewis in a recent interview during 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 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, 85% of viewers finished the final episode wanting to learn more about the driver's journey.

Formula 1 itself is transforming, targeting younger and more engaged audiences. In Senna and in Netflix the sport has found powerful allies. The cycle feeds itself: according to the same survey, 70% of Americans who know Senna discovered him in the past five years. Netflix played a major role, with 24% citing it as their entry point to his story. F1 broadcasts accounted for another 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. The world's most selective luxury brands such as Tag Heuer, Mclaren, Ducati consistently select the Senna name for partnerships, validating the brand's premium positioning and commercial potential across multiple categories.

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 Senna brand stands at the intersection of racing excellence, timeless heritage, cultural significance, and premium lifestyle, creating an unparalleled opportunity in the global marketplace, and truly connecting with the new generations worldwide.

The strategy of reaching new audiences positioned Senna as the first motorsport figure in Minecraft. Players can drive karts and iconic cars on faithfully recreated tracks made entirely of blocks. Floruit, the brand's partner in bringing Senna to the Minecraft Marketplace, reports that the US is one of the leading markets for Minecraft downloads, and the game is consistently rated 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 global streams. The U.S. stands as the second-largest market for listeners, just behind Brazil.

The survey also 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 product collaborations with the brand. The McLaren Lego set, for instance, sold out in stores, while the full-scale McLaren supercar, priced at over USD 1 million, sold half of its 500 global units in the United States alone. Ducati, another long-standing brand partner, saw all 341 units of the Monster Senna acquired within 48 hours, with one-fifth of the production going to American buyers.

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 and young people. This commitment ensures that every new brand 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.

About SENNA Brand
SENNA is a global brand inspired by the legacy of Ayrton Senna, one of the greatest drivers in Formula 1 history. More than a tribute to his achievements on the track, SENNA embodies the values he lived by — determination, excellence, courage, and the relentless pursuit of dreams. Managed by Senna Brands, the company operates across entertainment, lifestyle, experiences, products, and services, fostering collaborations and licensing partnerships worldwide. Through iconic products, strategic alliances, and cultural storytelling, SENNA continues to inspire new generations and honor Ayrton Senna's enduring impact on and off the racetrack. Follow Senna on social media for the latest updates.

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SOURCE Senna Brands