{"id":45425,"date":"2026-05-12T15:06:47","date_gmt":"2026-05-12T18:06:47","guid":{"rendered":"https:\/\/www.senna.com\/?p=45425"},"modified":"2026-05-12T15:30:07","modified_gmt":"2026-05-12T18:30:07","slug":"senna-brands-cresce-oito-vezes-e-prepara-novo-ciclo-de-expansao-global","status":"publish","type":"post","link":"https:\/\/www.senna.com\/en\/portugues-senna-brands-cresce-oito-vezes-e-prepara-novo-ciclo-de-expansao-global\/","title":{"rendered":"Senna Brands grows eightfold and prepares for a new cycle of global expansion"},"content":{"rendered":"

Senna Brands, the company responsible for managing and expanding the Senna and Senninha brands, is entering a new phase of structured growth after increasing its revenue eightfold over the past six years. Present in more than 70 countries, the company is advancing its strategic transformation, evolving from a traditional licensing business into a global platform for business and experiences.<\/p>\n\n\n\n

This new phase is driven by the diversification of revenue models, including the development of proprietary assets and the expansion into strategic categories and territories. Licensing remains one of the company\u2019s core pillars, with more than 65 active partners \u2014 including global brands such as Tag Heuer, Ducati, and McLaren \u2014 as well as recent lifestyle and fashion initiatives, including collaborations launched this month with Reserva and ASICS.<\/p>\n\n\n\n

At the same time, Senna Brands is accelerating investments in new verticals. In the real estate segment, the brand is leading the development of Senna Tower, a luxury project currently under construction in Balne\u00e1rio Cambori\u00fa, Brazil, which will become the tallest residential building in the world. On the experiences front, the company is developing proprietary assets such as Senna Club, a hospitality project activated during the S\u00e3o Paulo Grand Prix over the past two years and already confirmed for 2026, with plans to expand to other international Formula 1 calendar destinations.<\/p>\n\n\n\n

This movement reflects the company\u2019s strategy of expanding the brand beyond products, creating experiences and platforms that translate, in a contemporary way, the lifestyle, excellence, and spirit of overcoming challenges that defined Ayrton Senna\u2019s personality. In priority markets such as the United States, Europe, and Latin America, the company continues to see consistent growth in both relevance and demand.<\/p>\n\n\n\n

Internal research shows that among North Americans who are familiar with Senna, purchase intent increases by 64% when a product is associated with the brand and carries the three-time Formula 1 World Champion\u2019s identity. In Mexico and the United States, 8 out of 10 consumers state that the Senna brand is unique and delivers products and experiences consistent with the driver\u2019s legacy.<\/p>\n\n\n\n

To support this scale, Senna Brands has announced a reorganization of its executive leadership. Thiago Fernandes<\/strong>, who previously also served as COO, assumes the role of Chief Revenue & Growth Officer (CRGO), with an exclusive focus on revenue expansion and new business development:<\/p>\n\n\n\n

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\u201cWhat we have built so far is the foundation that supports this new cycle. Our global partners, such as Tag Heuer, Ducati, McLaren, and LEGO, have been fundamental throughout this journey and continue to play a central role in our evolution. At the same time, strategic partnerships in Brazil, such as Shell and ASICS, reinforce our local presence and deepen our connection with different audiences. Our goal is to build a strong ecosystem in which the Senna brand generates increasingly consistent value.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n

Ana Sim\u00f5es<\/strong> remains in the role of CMO, responsible for marketing strategy and experiences:<\/p>\n\n\n\n

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\u201cThe message behind the Senna and Senninha brands remains extremely powerful and highly connected to new consumption formats. Projects such as Senna Club and the Ayrton Senna Racing Day are living platforms that translate this lifestyle into real experiences and authentic connections with different audiences.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n

The arrival of Raffael Mastrocola<\/strong> as Chief Strategy and Operations Officer (CSOO) reinforces the integration between strategic planning, operational governance, and execution within a structure designed to support global scale:<\/p>\n\n\n\n

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\u201cA journey inspired by someone who passed away 32 years ago, yet continues to inspire millions of people. Today, I have the privilege of being part of this new chapter at Senna Brands, helping connect strategy, operations, and execution. The challenge is to continue inspiring people through a brand capable of remaining relevant in the lives and evolution of everyone it touches \u2014 while also inspiring future generations.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n

Bianca Senna<\/strong>, CEO of Senna Brands, reinforces the company\u2019s global vision:<\/p>\n\n\n\n

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\u201cThe company\u2019s evolution reflects the consistent development of a brand and business ecosystem inspired by the lifestyle of excellence and overcoming challenges that Ayrton represented. The growth achieved over the past few years demonstrates how relevant this mindset remains and how capable it is of generating connection \u2014 both with those who followed his journey and with new generations. Our focus in this new cycle is to consolidate our verticals and structure a global platform that carries this vision forward, connecting people to a mindset of overcoming challenges, excellence, and continuous evolution.\u201d<\/p>\n\n\n\n

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Senna Brand board of Directors: Thiago Fernandes, Bianca Senna, Ana Sim\u00f5es and Raffael Mastrocola.<\/em><\/figcaption><\/figure>\n<\/blockquote>","protected":false},"excerpt":{"rendered":"

Company reorganizes its structure and defines strategies to transform Ayrton Senna\u2019s brands into a global platform for experiences and business across strategic markets.<\/p>","protected":false},"author":4,"featured_media":45426,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[275,347],"class_list":["post-45425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-bianca-senna","tag-senna-brands"],"_links":{"self":[{"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/posts\/45425","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/comments?post=45425"}],"version-history":[{"count":0,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/posts\/45425\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/media\/45426"}],"wp:attachment":[{"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/media?parent=45425"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/categories?post=45425"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.senna.com\/en\/wp-json\/wp\/v2\/tags?post=45425"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}