The challenge
More than 440,000 fans came through the gates over the race weekend. Sponsors wanted a reliable way to market and remarket to people who actually attended.
COTA needed its own fan relationships, with contacts coming only from people inside the venue. It also needed new sponsor inventory to sell.
The solution
1. Sponsorships: Turn the WiFi login into sponsor inventory
Adentro replaced the standard COTA login screen with a sponsor-branded experience. Every fan who connected saw the sponsor, turning WiFi from a cost center into a premium placement COTA could sell.
2. Customer Data: Build an audience verified on site
The same Guest WiFi portal asked fans to exchange an email for free WiFi. Because each connection was observed through the venue network, the opt-ins were tied to on-site network use.
3. Email Marketing: Extend the relationship to the app
Email Marketing sent every new sign-up an automated thank-you that encouraged them to download the COTA app.
The recorded outcomes are sponsorship revenue and opt-ins, not measured app downloads or sponsor sales.
The results
- $500K+ sponsorship revenue, from one F1 Grand Prix
- 14,000+ first-party fan opt-ins, in one race weekend