Bass Pro Shops and the Earnhardt family have a rich history. The two joined hands during NASCAR’s early days and haven’t looked back since, sharing all the highs and lows that the world of stock car racing has to offer. The sporting goods retailer recently extended its sponsorship of Dale Earnhardt Jr.’s Xfinity Series team JR Motorsports for the 2025 season, funding two rookie drivers Carson Kvapil and Wyatt Miller in two different competitions.

Expressing gratitude for their longstanding support, Dale Jr. along with his sister Kelly Earnhardt and the two drivers penned a heartfelt letter to John Morris, founder and CEO of Bass Pro Shops. The letter, uploaded on social media, gave a rare insight into Junior’s upbringing and mindset.

Dale Earnhardt Jr. reflects on his childhood

It’s like a match made in heaven. If there was ever a partnership in NASCAR that was more suited for each other, it would be JR Motorsports and Bass Pro Shops. The $8.4 billion retailer and Dale Earnhardt Jr.’s racing team’s collaboration is rooted in their shared commitment towards conservation initiatives, as well as achieving success on the racetrack across various categories. As part of the renewal, the sponsor will support Junior, Wyatt, and Kvapil across multiple racing events in 2025.

Paying tribute to Bass Pro Shops’ support, Dale Earnhardt Jr. took a trip down memory lane and reflected on his childhood. Highlighting the importance of passing on a legacy, the 49-year-old veteran racer said, “My childhood was kind of pleasant because my family had a passion for something and we live in a country where we can be free to pursue that passion. My mom and dad, they didn’t have much but for them, they were rich because they woke up every day and they could fish. They raised me and my sisters. I just felt, ‘Man, one thing we could do is pass on our heritage. Where we came from.'”

For Junior, his relationship with John Morris and Bass Pro Shops is much deeper than the financial benefits that come with the sponsorship. The two share a bond rooted in mutual trust and respect after many years of collaboration, and the retailer’s unwavering support has made a tremendous impact on JR Motorsports, helping the team secure 12 victories in the last four years. While Junior’s involvement in the Xfinity Series is doubtful for 2025, the company will sponsor his participation in two late model events as well as JR Motorsports’ late model team for 20 events.

As for the rookies, Kvapil is moving to NASCAR’s second tier as a full-time driver next year and Bass Pro Shops will be his primary sponsor for 23 races. While further details about the collaboration are yet to be revealed, it could lead to some interesting developments in the team’s sponsorship strategy going into 2025. The partnership will also include funding for twenty 600cc Micro Sprint Car events featuring youngster Wyatt Miller, who was recently crowned the 2024 Tulsa Shootout Restricted Micro Champion.

John Morris thrilled to extend the collaboration

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As expected, Bass Pro Shops were equally excited to continue their longstanding partnership with JR Motorsports. The sponsorship is not just limited to on-track events as they will continue their work with Dirty Mo Media, which produces the popular podcast ‘The Dale Jr. Download’. In a world where good sponsorships are hard to come by, Dale Earnhardt Jr. and John Morris have found the perfect synergy, something that is rare in the dynamic world of stock car racing. What influence will the multi-billion dollar sponsor have on Junior’s racing team next year? Time will tell.

Expressing his views about the sponsorship, Bass Pro Shops Founder and CEO John Morris said, “We’re honored to expand our alliance with our long-time friends Dale Jr., his sister Kelley, her son Wyatt, and the entire family over at JR Motorsports. The Earnhardt’s have been true ambassadors to all who support conservation and the great outdoors for many years, and we are excited to celebrate that through this partnership.”

JR Motorsports entered Victory Lane in the first-ever race where they partnered with Bass Pro Shops, an indicator of just how lucky the retailer has been for the racing team. During the 2022 season, Dale Earnhardt Jr.’s team went on a fantastic run of eight victories in the Xfinity Series, four of which came consecutively and led the No. 9 team to Championship 4. It’s clear that the partnership between the two is not just mutually beneficial but also lucky and they will be hoping that it carries forward next year as well.