Senna autograph. Dated 4 days before he was killed

[Andrew Strickland]

I wasn’t sure whether to post this here, but given the depth of knowledge on PH and the number of motorsport people here, it feels like the right place.

Back in April 1994, I was fortunate to be at the first Audi International Dealer Convention, held inside the airport hangars at Munich Airport to launch the all new A8.

The guest of honour was Ayrton Senna.

He was there not as a random celebrity, but because the company he owned with his brother had just been appointed to import Audis into Brazil. He was interviewed on stage and spoke briefly about why he admired Audi’s engineering philosophy – stability, predictability, integrity – and how those values mattered to him both on the road and in racing. Given the setting: the first A8, the aluminium Space Frame, and their push to reposition the brand, it was a big moment for Audi

When the interview finished, imagine my surprise when he came and sat in the auditorium in the seat directly in front of me! At the end of the programme he turned around and we began to chat. He was relaxed, friendly, and very engaging. In that moment, I had the presence of mind to get him to sign my event programme, dated 27 April 1994. An amazing case of being in the right place at the time.

Just four days later, he was gone.

I’ve kept the programme ever since, and have only really ever told family and friends about the experience / shown them the programme, but have now had it authenticated by Gary King (Autografica), who many will know as a well-known, and respected signature specialist and had it framed in a display case,

It has been suggested that I should get it valued for insurance purposes. Bonhams have suggested £1,500–£2,500, but it feels like they’re treating it as a generic autograph rather than what it actually is: a dated, in‑person signature from Senna’s final non‑F1 public engagement in the last days of his life.

So I’d be interested if there are any on here who might have some expertise, bearing in mind its historical perspective... I personally feel it’s a piece of motorsport history.

Happy to share photos if anyone’s interested in seeing the item.

[joshcowin]

Andrew Strickland said:

I wasn t sure whether to post this here, but given the depth of knowledge on PH and the number of motorsport people here, it feels like the right place.

It has been suggested that I should get it valued for insurance purposes. Bonhams have suggested £1,500 £2,500, but it feels like they re treating it as a generic autograph rather than what it actually is: a dated, in?person signature from Senna s final non?F1 public engagement in the last days of his life.

So I d be interested if there are any on here who might have some expertise, bearing in mind its historical perspective... I personally feel it s a piece of motorsport history.

Happy to share photos if anyone s interested in seeing the item.

The story is great, and personal to you, the signature is therefore of most value to you!

To everyone else its just a senna signature! As with all memorabilia it can vary wildly, as signed replica helmet is £5k and a cool thing to display, so having no clue about this stuff I would say the £2k+ valuation is good.


Why does this - a dated, in‑person signature from Senna’s final non‑F1 public engagement in the last days of his life - make it more valuable than a signature from him at any other time?

[Turbobanana]

I know it's stating the obvious, but the only way to establish its true value would be through a well publicised auction. I'm no expert, but my gut feeling is that if a few Senna fans got wind of this, it would make a lot more than the estimate stated. For me, the poignancy of the story adds value. For others, maybe not so much.

If it were mine I'd keep it - the story you tell is a great one and very personal.

[Muzzer79]

Andrew Strickland said:

I Bonhams have suggested £1,500 £2,500, but it feels like they re treating it as a generic autograph rather than what it actually is: a dated, in?person signature from Senna s final non?F1 public engagement in the last days of his life.

So I d be interested if there are any on here who might have some expertise, bearing in mind its historical perspective... I personally feel it s a piece of motorsport history.

I think you're over-stating it's significance.

IMO, in this context, its value as an autograph would be significant if it was the last autograph he signed. Or if he signed something notable.

The fact he signed it in person (he signed everything "in person"??) and that it was a non-F1 engagement - doesn't really add value IMO.

So I don't see it as something significantly more than a generic autograph - he could have signed it at any time, what you have doesn't tie him to the last days of his life in a notable sense.

[Andrew Strickland]

I don't think he could have signed it at any time... it is on a dated programme at an event that is well documented as his last engagement prior to Imola.

When I said "in person" I meant that he signed it "for me whilst I was present" i.e. it is not something that I "obtained" which I would have thought might add to its provenance?

[WPA]

Muzzer79 said:

Andrew Strickland said:

I Bonhams have suggested £1,500 £2,500, but it feels like they re treating it as a generic autograph rather than what it actually is: a dated, in?person signature from Senna s final non?F1 public engagement in the last days of his life.

So I d be interested if there are any on here who might have some expertise, bearing in mind its historical perspective... I personally feel it s a piece of motorsport history.

I think you're over-stating it's significance.

IMO, in this context, its value as an autograph would be significant if it was the last autograph he signed. Or if he signed something notable.

The fact he signed it in person (he signed everything "in person"??) and that it was a non-F1 engagement - doesn't really add value IMO.

So I don't see it as something significantly more than a generic autograph - he could have signed it at any time, what you have doesn't tie him to the last days of his life in a notable sense.

Exactly plus no doubt he would have signed items at his last GP weekend and they would no doubt fetch more.

This is £1500 tops really, cannot see anyone paying more.

[98elise]

Muzzer79 said:

Andrew Strickland said:

I Bonhams have suggested £1,500 £2,500, but it feels like they re treating it as a generic autograph rather than what it actually is: a dated, in?person signature from Senna s final non?F1 public engagement in the last days of his life.

So I d be interested if there are any on here who might have some expertise, bearing in mind its historical perspective... I personally feel it s a piece of motorsport history.

I think you're over-stating it's significance.

IMO, in this context, its value as an autograph would be significant if it was the last autograph he signed. Or if he signed something notable.

The fact he signed it in person (he signed everything "in person"??) and that it was a non-F1 engagement - doesn't really add value IMO.

So I don't see it as something significantly more than a generic autograph - he could have signed it at any time, what you have doesn't tie him to the last days of his life in a notable sense.

Agreed.

I can't see where any significant extra value is.

[Muzzer79]

Andrew Strickland said:

I don't think he could have signed it at any time... it is on a dated programme at an event that is well documented as his last engagement prior to Imola.

But what value does that add for someone else?

It's not his last engagement that he ever did. It's not an engagement that is well known. It's not an engagement where he did anything of note.

It was an Audi event. He was there. He signed something that a lot of other people at the event had.

If he'd signed a helmet or gloves or something else......maybe more value. But what you have, I don't think, is especially significant against any other signed Senna document.

Andrew Strickland said:

When I said "in person" I meant that he signed it "for me whilst I was present" i.e. it is not something that I "obtained" which I would have thought might add to its provenance?

It adds more for you. But to another buyer, I don't think they'll care how you got it or someone else got it, unless that story is special or notable (your story, I feel, isn't) They care what it is.

[gt40steve]

Andrew Strickland said:

I don't think he could have signed it at any time... it is on a dated programme at an event that is well documented as his last engagement prior to Imola.

When I said "in person" I meant that he signed it "for me whilst I was present" i.e. it is not something that I "obtained" which I would have thought might add to its provenance?

The best case scenario with an autograph is a photograph of the subject signing with you present.

[Andrew Strickland]

Unfortunately, it was 1994, the first mobile phone with the ability to take photos didn't come out until 5 years after he died, & no-one knew he was going to be there so guess what... no camera!

Edited by Andrew Strickland on Thursday 11th June 16:57

[joshcowin]

What you have is a cool thing, however when it gets separated from you and the personal story it becomes less cool/interesting!

I think that's what people are trying to get at. I personally wouldn't worry about its value but we are all different

[gt40steve]

Andrew Strickland said:

Unfortunately, it was 1994, the first mobile phone with the ability to take photos didn't come out until 5 years after he died, & no-one knew he was going to be there so guess what... no camera!

Edited by Andrew Strickland on Thursday 11th June 16:57

Agreed, just pointing out the best provenance possible.

[gshughes]

It's a cool story, but as others have said worth a lot more to you than anybody else. If it was me I would keep it unless I REALLY needed the money.

[the-norseman]

Like most things, its worth what people are willing to pay for it.

[98elise]

gshughes said:

It's a cool story, but as others have said worth a lot more to you than anybody else. If it was me I would keep it unless I REALLY needed the money.

Agreed.

To someone else its just an autograph, to the OP its a memento of the time he met a legend, who sadly died a few days later.

[InitialDave]

I think take the Bonhams valuation for the purpose of insurance.

It's worth more to you than it would be to anyone else, as it's the autograph you got yourself, while there with him.

On that basis, it's fundamentally irreplaceable anyway, no insurance payout could get you the same thing again.

For anyone else, it's "just" an authenticated signature, the time so closest his death may add more value, I can see that, but you'd only find out by putting it up for auction.

[Milkyway]

Many years ago I bought a limited print signed by Niki Lauda.... £120.
It must be worth thousands now.

But I agree with the AS valuation, IF it could be proven that it was from the Sunday... it might be worth a few extra quid.
(Knowing that there wouldn't be any more).

Eg: Ali signed so many autographs, that they aren't worth that much... even some of his gloves.
(Unless the gloves were from one of his BIG fights).

NB: Things like a signed contract etc would probably up the price.
(Some might be more interested in the actual brochure)

Edited by Milkyway on Friday 12th June 10:26

[TrevorHill]

Turbobanana said:

If it were mine I'd keep it - the story you tell is a great one and very personal.

This. You cannot put a value on something so personal. While it’s a great story, it is your story it won’t mean the same to anyone else and he will have signed many other items that day.

Prices for signed Senna items vary greatly from less than £100 to multiple thousands depending on the item. To most people yours is an Audi brochure, the sentimental value is yours.

[Andrew Strickland]

Thanks for all your comments.

I have had some offers for it from collectors over recent months (in excess of Bonhams valuation), but it is special to me as some have mentioned, so I'm aiming to keep it for the moment (unless someone made a stupid offer I couldn 't refuse)... Even then I'd have to contend with my grandaughter who is an absolute F1 nutcase!

[TrevorHill]

Andrew Strickland said:

Even then I'd have to contend with my grandaughter who is an absolute F1 nutcase!

You know deep down where the autograph will end up.