As a global sponsor of F1, Heineken hosted a special activation in tribute to Ayrton Senna during the 2023 Formula 1 Rolex São Paulo Grand Prix, held this past weekend.

Celebrating the partnership between Heineken and Netflix for Journey, the first fictional miniseries about the legendary driver, the brand presented an exclusive exhibition at Heineken Village. This unique star-shaped space was set up in a prime location offering an almost complete view of the Interlagos circuit.

The exhibition, which was visited by Journey series actors Gabriel Leone and Matt Mella, featured original items used by the three-time world champion, along with exclusive behind-the-scenes images from the Netflix production that attendees had the chance to see for the first time.

Spanning six episodes, Journey, still in production with its cast already announced, will showcase the journey of resilience, challenges, joys, and sorrows that shaped Ayrton’s life, exploring his personality and personal relationships. The series begins with the start of his motorsport career, when he moved to England to compete in Formula Ford, and culminates in the tragic accident at Imola, Italy, during the 1994 San Marino Grand Prix.

Directed by Vicente Amorim, who also serves as showrunner and director, and Julia Rezende, Journey is produced by Gullane in partnership with Senna Brands and the Senna family.