Today the Japanese magazine “Number” publishes an article they commissioned me to write about my relationship and memories of  Ayrton Senna. For those who are Japanese, there it is. For the others, I post some extracts.

A photo of the front cover of the magazine

Front cover of NUMBER magazine

About our work together: ” It was a long process , slow and profound . Slow and profound? That’s right. Ayrton was very fast on the track but, as a person , he never hurried in speaking or answered something without thinking. He did not  waste his  attention on people who did not treat him with respect. Earning his trust and the right to share some of his more ‘powerful and private ‘ moments is one of my greatest achievements as a professional . And as a person .

About the man. “He was not an easy person. He was intense, focused. I always say . . .” Ayrton did not come to the world for a party “. He had a full understanding of how his image , his efforts , his conduct and his results mattered to other people.

On the death of Ratzenberger : “I carry with me his face of sadness and  despair while watching the fatal accident of Austrian Roland Ratzenberger  at the monitor (I was right next to him ), one day after Rubens Barrichello’s shunt  and the day before his own accident. I shared with him his eager attempt to go to the Medical Center on Friday and the spot on the track where the Austrian died on Saturday .

I miss his intensity , his charisma and even his bad moods . Not a dull moment , as the English say . It was very interesting to work with him . There was always a new achievement to be pursued , a new project to be mounted , a new challenge to be met .

About Betise Assumpcao Head

Communicator, specialized in Media Relations, Reputation, Crisis Management, corporate or individual. I started as a Sports Journalist (7 years, Mains newspapers and magazines in Brazil) turned into World Wide Press Officer (Senna 1990/1994), been to Games in Barcelona Atlanta, London & Rio 2016. Italy, Germany & Brazilian World Cups.


  1. Nick Warner says :

    Thanks for the extracts. Also, together with his image, conduct his results etc, I always got the impression that he absolutely knew precisely his own ‘worth’ also. That’s a characteristic that all very successful people seem to share. Also, it was the fact that he never hurried in speaking and always though hard about a question before answering, that made him compelling to listen to. There has never been anybody else since in F1 or any other sport that was similar in that respect.


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