Twenty-three years after his death, F1 driver Ayrton Senna continues to be one of the strongest brands in sports. An institute created in his name is making a difference in the lives of school-age children in his home country, Brazil.
The Ayrton Senna Institute was founded by Senna’s sister, Viviane Senna. Before Senna left for Europe in 1994, he stated that he wanted to do something for his country to help children in Brazil. He had already created the 
Senninha Institute, but felt it was not enough. After his death, Viviane decided to continue Senna’s dream and thus created the Senna Institute, which survives on the profits generated by Senninha and the “Senna” brand.
The Institute’s system is quite simple: if children go to school, they can practice sports, learn to use computers, and participate in other extracurricular activities for free. It is a success. Over 50,000 children are supported by the Institute.