Officially released under exclusive contract with ASFL and The Motorsport Shop Pty Limited Australia in August 1994.
5000 were purchased and shipped from Brazil with a special compliant tag inside the cap.
The tag said the cap was an official licensed product with the Ayrton Senna Foundation Limited made in Brazil.
The Motorsport Shop paid a USD $25,000 royalty to ASFL Brazil, plus they paid the manufacturing costs and air freight shipping from Sao Paulo to Sydney Mascot Airport.
The caps were then sorted and shipped by road to the inside of the Australian Formula One Grand Prix circuit in Adelaide in late October 1994. In addition Darrel Eastlake and Alan Jones had one of the caps as a centrepiece on TV set when they hosted the live broadcast of the Japanese Grand Prix before they teams came to compete in Australia in Adelaide.
The cap again was featured on TV set for Adelaide. And on the Monday after Suzuka the Channel Nine switchboard was jammed with calls on where to buy the cap.
This lasted a whole week at Channel Nine. Patrick and Debbie Wedes sold 970 caps off their backs all through the Adelaide CBD businesses who were calling for more everyday over race weekend. Butcher shops sold them let alone those sports and specialty shops you would expect had to have them. The cap today mint new sells for $1500 AUD.