In early 2023, Dale Earnhardt Jr. made a bold move that had the motorsports world buzzing. Alongside fellow NASCAR legends Kevin Harvick, Jeff Burton, and Justin Marks, he purchased the Solid Rock Carriers CARS Tour. Notably, for the two-time Daytona 500 winner, it wasn’t just another business venture.

It was personal. “I’m a huge fan of the CARS Tour and local short-track racing… The competition, the tracks, and the drivers are some of the best around,” he had said.

It was clear from the start: this wasn’t about profit—it was a passion project. Dale Jr. saw the tour as a lifeline for grassroots racing, a way to preserve the soul of stock car racing while lifting the future stars of NASCAR. With regional short tracks struggling and the spotlight rarely reaching the drivers grinding week to week, Dale Jr. and his crew stepped in with a mission.

And now, nearly two years later, that mission is paying off in a big way. The CARS Tour has grown fast, both in numbers and in reputation. And after locking down a landmark co-production deal with FOX Sports, a massive $21.45 billion media giant, Dale Jr. now finds himself in a position to flex.

This weekend, the CARS Tour breaks new ground with its first-ever race in Georgia at Cordele Motor Speedway. The ⅜-mile oval just south of Atlanta plays host to 60 cars split between Late Model Stock and Pro Late Model divisions. Dale Earnhardt Jr. himself is back behind the wheel, headlining the 28-car Late Model Stock field. However, ahead of the race, the NASCAR Hall of Famer flexed the X-factor of his Cars Tour series.

Speaking with FloRacing, he reflected on the series’ latest media deals and called it an edge over his competitors. He made it clear that the real edge of the CARS Tour lies off the track—in how it reaches fans. “Our competitors may not really know that or really think they need to care about [broadcasting]. They just want to come race, race for a reasonable purse, and not spend a ton of money doing it. But that broadcast—that’s the value of the future for them,” he said.

Notably, his confidence comes from Cars Tour’s latest deals with FloRacing and FS1. FloRacing has decided to keep the streaming rights and support the grassroots race tracks. It will also help to have a double-header at Hickory later this year with a massive $200k prize pool. The other piece came in the form of a game-changing deal with FOX Sports 1. In a move that puts CARS Tour on the national map, FS1 will air the May 16 race from North Wilkesboro Speedway.

The event will lead straight into NASCAR’s All-Star weekend. Dale Jr. and Kevin Harvick won’t just own the series—they’ll also call the race from the broadcast booth. FS1 exposure pushes the CARS Tour into a new tier of relevance. Fans, sponsors, and drivers all win. For many grassroots racers, this is the biggest stage they’ve ever had.

But Dale Jr. isn’t just playing promoter—he’s racing too. His return at Cordele marks his fifth CARS Tour start since 2022. Fans will also see him compete in August at the Throwback Classic at Hickory Motor Speedway. That event boasts a $200,000 purse—$50,000 to win for Late Models and $30,000 for Pro Late Models. It’s set to become the richest night in pavement late model racing history. It’s now wonder the prize money is high. Some drivers called out the high testing fee of $125/hour.

Dale Jr. was quick to respond to it. “I don’t run the track but I do know this. This wasn’t news for you today. All teams on the conference call earlier this week [were] made aware and told to plan accordingly,” he said. At the same time, Junior showed empathy. “t’s unfortunate that it’s that high. For sure. Didn’t see that on the radar. Maybe a testing ban is the way. I’d rather us not be testing and practicing so much. One day shows, no support classes, done by 10pm. Don’t let this be the story of this weekend though. Too much hard work went into this weekend from a series standpoint.”

Regardless, the prize money is an overall positive for the series. “This is how we lift everything. I hope others see it and push even further,” Dale Jr. said about the Throwback Classic. His plan isn’t to crowd the calendar but to raise the bar. That’s the edge—and he knows it. All of this, the vision, the hard work, the revival of grassroots racing, has built to something more. Dale Earnhardt Jr. is now set to receive one of the sport’s most prestigious honors.

Dale Jr gets his biggest achievement yet!

In 2026, Dale Earnhardt Jr. will officially join the Motorsports Hall of Fame of America. The announcement came during the 50th running of the Acura Grand Prix of Long Beach. For a man who’s won 26 Cup races, two Daytona 500s, and 15 straight Most Popular Driver awards, this is the crowning moment of a remarkable career. He’s being inducted in the Stock Cars category, joining legends like Richard Petty and Rusty Wallace.

Notably, the selection process is rigorous—over 200 experts, including current Hall of Famers, cast their votes. And they didn’t just vote for Dale Jr.’s stats. They voted for his impact. From winning four straight Talladega races to helping guide talents like Chase Elliott and Tyler Reddick through his Xfinity team, Earnhardt Jr.’s legacy goes beyond driving. He’s shaped the sport’s present and future.

His post-racing career as an analyst, author, and podcast host has only expanded his reach. However, the CARS Tour is perhaps his most lasting contribution. He didn’t just buy a series—he rebuilt it. He gave it a voice, a stage, and a future. And now, with national broadcasts, a throwback classic that changes the game, and a Hall of Fame induction on the way, Dale Jr. is showing exactly what it means to grow the sport you love.