"Silly Season" in effect

When I heard the announcement today about Chip Ganassi canning the 40 car, because of sponsorship issues I about choked.

I'm either misunderstanding something, or I know less about the game than I thought. How can he NOT find a sponsor for Dario Franchitti. I like the guy, admittedly, but he's sort of become a media darling. The shy unassuming Scot, with the Oscar winner wife on the pit box. And, unlike some of the 'open-wheelers' that have come to NASCAR he says he is going to "stay here", and that this is where he wants to be. So, there isn't that question of the guy bolting after things get hard.

I just don't get it. Even though he is going to keep him in the NNS car (maybe), the no sponsorship reasoning just doesn't make sense to me.

Can somebody help me understand this? I would appreciate it.

Thanks,
"Puzzled in Little Rock"