Circuit of the Americas Case Study


The Circuit of the Americas wanted to bring F1 racing back to the United States with a permanent racetrack in Austin, Texas. In early 2012, the owners formally announced their first race, scheduled for November of that year. Due to budget constraints, however, construction on the track was suddenly placed on hold—and the much-anticipated event was in jeopardy of cancellation. The COTA looked to Legends Global Planning and Global Sales to find a timely solution.

Global Planning and Global Sales conducted qualitative and quantitative research. Based on the results, they built a strategic business model for event ticketing spotlighting the premium experience. They used their findings to roll out a pre-sales campaign geared to secure the revenue needed to complete track construction in time for the race in November 2012. The ambitious campaign hinged on hiring a sales force of more than 40 people in order to hit these aggressive targets within 30 days. Global Sales also played a key role in finalizing all pricing, amenities and marketing around premium seating.


  • $210 Million in sales between Suites, PSL Sales & Season Tickets
  • As a result of this outstanding success, Legends was also hired to fully manage sales of track hospitality, main grandstand premium seating, its PSL program and ticket sales for all track events going forward.