This chapter investigates potential business value based on the results of a design-oriented research project. The objective of the research was to design mobile applications and services that support spectators in situ at a trotting track. Ethnographic field studies have guided the development of the system TrottingPal. The research has conducted system evaluation through two field trials in the authentic setting with target users. By extending the scope to relate also to other stakeholders in this setting, additional benefits from the TrottingPal system are revealed. This chapter suggests that the designed technology targeted at spectators does not offer only a potential business relation between an event organizer and spectators; rather, it offers new channels for customer relations such as sponsorship and strengthens the locality at the track.