Case Study: Chip Ganassi Racing achieves millennial engagement and 2x attendance growth with Spredfast

How Chip Ganassi Racing cracked the millennial market with one concert

Chip Ganassi Racing, a professional motorsports team, faced an aging fanbase that was increasingly loyal to individual drivers or cars rather than the sport. To grow long-term fandom and open new sponsorship opportunities, Ganassi needed to reach millennials in a fresh, authentic way.

They created Ganassi Sound Garage, a VIP concert experience powered by Spredfast (Intelligence, Conversations, Experiences) to recruit influencers, drive user-generated content with hashtag environments and in-venue mosaics, and offer brand activations for partners like Target. The campaign delivered strong social lift — 7.1 million Instagram/Twitter accounts reached, 34.2 million impressions (up to 70% year‑over‑year) and 2x growth in attendees — while increasing engagement and sponsorship opportunities.

Chip Ganassi Racing

Sam Pierce

Senior Manager of Digital & Social Media