Senna Brand took the stage at Web Summit Rio 2025 alongside Eletromídia for a special panel on how creative technology has played a key role in keeping the legacy of Ayrton Senna — Brazil’s greatest sports icon — alive. Held on Monday (April 28) at Riocentro, the session brought together industry experts to discuss how immersive and innovative experiences are preserving stories that continue to inspire new generations.

Titled “Senna XR: how creative tech contributed to the legacy of a sporting icon”, the panel featured Ana Simões, Executive Marketing Director at Senna Brands — the company managing the Senna and Senninha brands — and Giovanni Rivetti, CEO of Context Creative Tech. The discussion spotlighted the use of mobile augmented reality, AI-powered OOH screens, and gamified storytelling as impactful tools to engage fans and connect new audiences to Ayrton Senna’s legacy.

From November 1–3, 2024, digital kiosks were strategically placed around the Interlagos Circuit, allowing fans to virtually “wear” a special-edition Ayrton Senna helmet. Sponsored by Heineken, the activation drew a 62% interaction rate and a 51.2% average conversion rate, showing strong engagement and emotional connection from fans.

“These immersive experiences help convey the emotion and values embodied by Ayrton Senna and expressed through the brand — even to people who never saw him race,” said Ana Simões during the panel. “Senna Brand’s presence at Web Summit Rio 2025 reaffirms our ongoing commitment to embracing new technologies that carry forward Ayrton Senna’s values and continue to inspire people around the world,” she added.