Established over 30 years ago by Ayrton Senna, the Senna Brand enjoys a global presence, offering products, services, experiences, and activations that connect fans of all generations to the legendary driver’s legacy and journey.
In 2025, the brand accelerates its expansion into the US market, marking its most significant presence yet at the Licensing Expo, the world’s largest licensing trade fair, held in Las Vegas from May 20 to 22.
The event featured 381 exhibiting companies from 30 different countries, representing emerging markets in South Asia, Africa, Eastern Europe, and Latin America. Over 12,000 attendees visited the exhibition over three days, contributing to a business ecosystem valued at USD 369.6 billion in 2024.
The Senna brand participated in partnership with Evolution, the agency representing the brand in the United States and Canada. A highlight of their display was a life-size McLaren MP4/4 made of 400,000 LEGO bricks. Weighing over 60 kilograms, the model required 700 hours to build.
In the May issue of the Licensing magazine, a special feature explored how the Senna brand remains relevant today by strategically connecting with new audiences. Additionally, the strength of the Senna brand was a key subject in a main-stage session featuring global licensing powerhouses.
Bianca Senna, CEO of Senna Brands, led a panel discussion on how the Senna brand is driven by purpose and a forward-looking vision, detailing how this strategic approach energizes all brand partners.
