The main event paying tribute to Ayrton Senna on May 1st celebrates its 20th edition, firmly established as one of the world’s largest celebrations of the racing legend’s legacy. The Ayrton Senna Racing Day returns to the Interlagos Circuit in São Paulo, bringing together 11,000 runners from across Brazil and offering a full day of special programming that blends sport, remembrance, and immersive fan experiences.
The event will feature a wide variety of activities throughout the day, including a kids’ run, tributes, exhibitions, official Senna Brand merchandise, and activations by brand partners.
“Sport — especially road racing — has a deep connection to the Senna Brand, as we carry Ayrton’s values in our DNA to inspire people to push beyond their limits and be the best version of themselves in every area of life. Holding the Ayrton Senna Racing Day on May 1st is our way of celebrating his life, and reaching this 20-year milestone with record attendance shows how deeply he continues to influence and inspire society,” says Bianca Senna, CEO of Senna Brands and niece of the legendary driver.
Interest in Ayrton Senna’s story has grown especially among younger generations who never saw him race. In 2025, the number of participants aged 30 or younger is four times higher than in the previous edition — and women now make up the majority of registrants, accounting for 52% of entries.
This year’s race format brings new changes. Instead of being measured by distance in kilometers, runners will now complete full laps on the official circuit. The first wave starts at 6 a.m. with one lap (4.1 km), followed by simultaneous starts for two-lap (8.3 km) and three-lap (12.5 km) races at 7:30 a.m.
The Senninha Racing Day also returns to Interlagos with a themed obstacle course for children ages 2 to 12, inspired by Senninha, the animated character created by Ayrton Senna himself to promote values like respect, positivity, and environmental awareness to young audiences. The kids’ race will be held in a covered area of the racetrack and feature appearances by characters Senninha and Becão.
Rare collection and an immersive journey through Ayrton’s legacy
One of the highlights of the day will be a special exhibition featuring 29 personal and racing items belonging to Ayrton Senna — including never-before-seen pieces on loan from his family — displayed inside the Interlagos pit boxes.
The collection includes iconic items like race suits, helmets, and trophies that mark key milestones in Senna’s career, from his early karting days to Formula Ford and Formula 3, all the way to his historic run in Formula 1.
Visitors will also see, for the first time, the original banner held up by the Brazilian national soccer team after winning the 1994 FIFA World Cup, bearing the emotional message: “Senna, we raced together — the title is ours.” The banner was officially donated to the Senna family by former players, who will be present at the event. Another standout item is the sweater Senna wore when he kicked off a friendly match in Paris just before that World Cup.
At the end of the exhibition, visitors will be invited to reflect on the deeper significance of the three-time F1 champion’s legacy. Even decades after his passing, Ayrton Senna’s core values — courage, determination, sportsmanship, and the relentless pursuit of excellence — continue to inspire millions worldwide.
Senna Brand projects will also take center stage at the event, including the launch of a new apparel collection and live DJ sets as part of Senna Driven, an electronic music album inspired by and dedicated to Ayrton Senna.
Visitors will also have the opportunity to drive high-performance supercars on the Interlagos track. The Drive Experience from Super Carros (Gramado) will bring over 10 luxury models available for rent — offering a high-speed thrill after all racing heats have concluded.
Two social impact initiatives will also be featured. Volunteers from the NGO Tampinhas que Curam will collect plastic bottle caps to help fund cancer treatment for children. Meanwhile, MUSA will handle event recycling and provide carbon-neutral certification.
This 20th edition will also mark the debut of a special partnership with McDia Feliz — one of Brazil’s largest charitable campaigns. For the first time, early ticket sales for the campaign will begin exclusively at the Ayrton Senna Racing Day, uniting sport, solidarity, and education in a symbolic moment of collective action around Senna’s legacy.
“This is a race that attracts both Ayrton Senna and motorsport fans, as well as running enthusiasts, offering the once-in-a-lifetime opportunity to race on the legendary Interlagos track. We’ve carefully planned every detail to create something truly meaningful — from sponsor activations to the emotional exhibition that tells the story of a hero for all Brazilians,” says Shayene Metri, Events Director at Vega Sports.
The event is produced by Senna Brands, organized by Vega Sports, and sponsored by: Asics, Claro, Heineken 0.0, NewOn, Curaprox, Lindoya, Guaraná Antarctica, Gatorade, Logitech, Mucilon, Jaguaré Bananas, Cepêra, Schio Apples, LEGO, Sid Special Paint, and Freixenet.
