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The South Australian Motorsport Board engaged ASONE Marketing to create a unique experience for its signature event – the Adelaide 500 – which would give fans the opportunity to enjoy premium seating with catering and a feeling of exclusivity. The Senna Club was born – in honour of the late Formula 1 icon, Ayrton Senna. Senna Club was located at the chicane named in honour of the man that set the first pole position in Formula 1 in Adelaide in 1985.