They just need to start up the charter sponsorship program. That way a retiring charter sponsor can sale off a remaining sponsorship obligation.
Just think what if Natures Bakery had obtained a sponsorship charter prior to signing Danica. They could have sold the remaining obligations in a bidding war and walked away with full pockets. Probably could have doubled down, and used the profits to sign up two new charter sponsorships deals, to eventually sale them for quadruple profits. Then the mushrooms effect and the rule of 72 starts exploding. While Steve Letarte has a verbalasim while talking about the brilliance of the charters, all while Nature's Bakery keeps flipping out.
Cause Charters is instant marketability.