Ayrton Senna Foundation

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Ayrton Senna Foundation
company Ayrton Senna Foundation Ltd.
Company headquarters London , UK
Corporate form GmbH under English law
Shareholder Instituto Ayrton Senna

based in Brazil

Board Julian Jakobi , Ron Dennis ,

Sir Frank Williams

founding October 26, 1994
Website Ayrton Senna Foundation

The Ayrton Senna Foundation is a London- based company whose aim is to manage the license rights to the name Ayrton Senna and the Senna trademark and to maintain contacts in Europe with interested licensees .


Founded six months after Ayrton Senna's fatal accident , this company was commissioned from the start to manage the license agreements that existed abroad in connection with the image of the three-time Formula 1 world champion.

Julian Jakobi , once Senna's manager, was responsible for founding the company and was the driving force behind numerous contracts that could be concluded through this headquarters under European law.

The board of directors of the Ayrton Senna Foundation consists of Ayrton's sister Viviane as a representative of the Senna da Silva family, Jakobi herself and also the two last team bosses of the Brazilian, Ron Dennis and Sir Frank Williams . Bernie Ecclestone has taken over the sponsorship for the company.

Work and goals

Since its inception, the Ayrton Senna Foundation has achieved several notable successes. Her responsibilities range from strategic alliances to entering into new commercial agreements with licensees for the person Ayrton Senna, the cartoon characters Senninha and Senninha Baby as well as the Senna trademark and offshoot products.

100% of the royalties of such agreements flow into the projects of the partner, the Instituto Ayrton Senna . The Ayrton Senna Foundation has partnered with the following European companies since its inception:

See also


  • Motorsport Aktuell, Motor Presse Switzerland
  • Mario-Alberto Bauér, journalist, personal archive


  • Education for Human Development, Instituto Ayrton Senna, published in partnership with Unesco

Web links

Commons : Ayrton Senna  - album with pictures, videos and audio files