The rare 'Rheos' helmet worn by the late Ayrton Senna was sold for 37.250 pounds at a Sotheby's automobilia sale. The helmet was part of a collection owned by former Formula One starter Roland de Bruynseraede Sotheby's auctioneer Toby Wilson stated: "He was a great driver with a significant fan base and since his tragic death these fans are keen to get hold of things that stir memories of him. It's rather macabre, but if a driver passes away, especially if they were a world champion, then the value of anything related to them rockets. Helmets are the ultimate piece of motor racing memorabilia and even though the 'Rheos' model helmet doesn't have his name on it is so distinctive you could walk down the street and people would know it was his".

Longjohns used by Senna made more than 400 pounds. Other more macabre items such as a gun cartridge used in a weapon at his funeral or a crucifix worn by a guest at the funeral did not make the amount expected or were not sold at all.