We purchased 4 season passes to the track we planned on racing at in '08. We split the tickets over the year between sponsors, co-workers, and people we knew who had never been to and/or did not know what a sprint car was other than "oh, those things that flip."

At seasons end, we had over 20 people in the stands who had never seen a sprint car race, and returned on their own at some point later in the year. We gained a sponsor with one of them, but more importantly - we(sprint car racing) gained a bunch of new fans who got to go out and tell others "you have to see it to believe it."

Now my co-workers know the #19 on the back of my truck isn't for Elliot Sadler.