1 Chip Ganassi Racing faced a problem: their audience was aging and more connected to a particular car or driver than to the sport in general. To keep momentum and build fandom, Ganassi needed to reach a new audience— millennials—in a new way. With that newly expanded audience, the team could also count on unique new sponsorship opportunities. The answer was an event called Ganassi Sound Garage, which Ganassi supported using three Spredfast

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