Dale Earnhardt Jr. Lost for Words as $2.10 Trillion Employer Resurrects His Father’s Legacy

If you pick up the Associated Press article from the 1979 Daytona 500, it mentions the then-debutant Dale Earnhardt just once, by the end. Surely, he was not the highlight of that race back on February 19, 1979. Still, many called it an end to remember. Today, that race is the most memorable race in NASCAR history.

Was it Richard Petty winning his sixth Daytona 500 after a series of 45 losses? Was it because Bobby Allison and Cale Yarborough made it a complete bloody, muddy slugfest after their crash between turns 2 and 3 in the final lap? Was it because it was the first-ever flag-to-flag broadcast for NASCAR? Maybe. But we also know that a star was born there with an eighth finish in his No. 2 Buick Century—a second-generation driver that the broadcasting crew called, “There’s the kid to watch.”

Dale Sr.’s liking for driving in stock racing came from his father, Ralph, who quit his job at the mill in Kannapolis, North Carolina in 1953 to race every weekend. While Ralph would become the one-man company in his garage, Dale would learn every skill firsthand– cleaning, repairing, and driving. But with his father’s death in 1973, Dale lost his way, only to find it again on the asphalt, manifesting into The Intimidator soon after with his black Goodrich No. 3. The story of this NASCAR legend started 72 years ago today.

Fast forward to 2001, after he won seven championships and several million hearts, another new phase of NASCAR was about to begin in the Daytona 500 with Fox Sports’ $2.4 billion deal. Little did we know, this race would change stock racing forever. With a couple of pre-race ritual kisses from his wife, Teresa, Dale Sr. sat behind the wheel. On the final lap, heading into Turn 4, the 49-year-old’s car collided with Ken Schrader’s car, hitting the wall head-first. Within hours in the hospital bed, Dale lost the race of life. 

February 18, 2001; 5:16 pm; cause of death– basilar skull fracture. That does stick with you. 24 years later, Prime Video is bringing the four-part documentary all set to air on the Memorial Weekend. Releasing a trailer for this, even his son Earnhardt Jr. is at a loss for words.

In a recent Instagram post by Dirty Mo Media, Dale Jr. shares thoughts on the documentary that his employer Amazon is releasing. He said, “It’s something. This might take you as far as you’ve ever been into what it would be like to actually have been in the same room with the guy, lived with him, been his son. I mean it’s real personal. Several parts of it, man, was really hard to watch. I don’t wanna say too much. This show is gonna be a lot for people to take in.”

The upcoming documentary, Earnhardt, set to premiere on Amazon Prime Video This is the same weekend as the Coca-Cola 600 race at Charlotte Motor Speedway which will broadcast on Prime for the very first-time featuring Dale Jr in the booth, promises to be a groundbreaking exploration of Dale Earnhardt Sr.’s life and legacy.

The Intimidator was one of NASCAR’s most iconic figures, with seven championships and an unmatched fan following. His tragic death marked a seismic moment in motorsports history. It led to the introduction of SAFER barriers on tracks and HANS (Head and Neck Safety) devices inside cars, preventing drivers from suffering whiplash like Earnhardt Sr. did.

This documentary aims to go beyond the headlines. It promises to offer an intimate look at both the man and the legendary Earnhardt family. Dale Earnhardt Jr. is a producer on the project.

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In 2024, Jeff Gluck of The Athletic tweeted, “Prime Video announced new sports documentaries today, including one on Dale Sr.” An excerpt attached began with, “The history of the Earnhardt family is the history of NASCAR– you can’t tell the story of one without the other– and at the center of the Earnhardt family was Dale Earnhardt Sr., the most influential figure the sport has ever known.” Back then, we did not even have the name of the documentary. But now,

Gluck’s tweet from 2024 also mentioned, “Now, with unparalleled access and never before seen archival material, the Untitled Earnhardt Documentary promises a profound, revealing, and definitive account of a historic American family.”

One of the most compelling aspects of Earnhardt is its focus on the entire Earnhardt family’s contributions to NASCAR. Beyond Dale Sr.’s dominance on the track, the series will highlight how his legacy influenced generations of racers within the family. From his father Ralph Earnhardt to his son Dale Jr.’s own successful career.

The involvement of Ron Howard as a producer adds another layer of credibility and storytelling expertise to the project. Known for his motorsport-themed film Rush, which covered Niki Lauda’s horrific accident during the 1976 German Grand Prix, Howard brings a layer of expertise when it comes to covering motorsports. It ensures that Earnhardt will not only appeal to NASCAR fans but also resonate with broader audiences.

With its emotional depth, Earnhardt is shaping up to be more than just a documentary—it’s a heartfelt tribute to one of NASCAR’s greatest legends. The question now is: How will fans respond when they get an unfiltered look at The Intimidator’s life?

Amazon Prime’s growing focus on motorsports

Amazon Prime Video has steadily carved out a niche in motorsports storytelling, producing compelling documentaries and series that captivate fans worldwide. One of its earliest ventures, Le Mans: Racing is Everything, offered unprecedented behind-the-scenes access to the grueling 24-hour race in France. It put the focus on legendary teams like Porsche, Audi, and Nissan. The series set the tone for Amazon’s commitment to bringing motorsport stories to life.

Amazon’s recent broadcast deal with NASCAR marks another milestone in its motorsport expansion. Starting in 2025, Prime Video will air five mid-season Cup Series races annually. This includes the Coca-Cola 600 – a crown jewel of NASCAR’s calendar. Additionally, it will stream live practice and qualifying sessions for the first half of the season. With Dale Earnhardt Jr. joining as a broadcaster, Amazon is poised to bring unparalleled insight and star power to its coverage.

Dale Jr. previously worked as a broadcaster with NBC after leaving the sport in 2017. However, after his contract was up in 2023, he left and was not seen in the booth last year. After NASCAR’s $7.7 billion media rights deal roped in Prime Video and TNT to broadcast races, Dale Jr. will be there for over half the season now! He signed a deal with TNT and Amazon in 2024, as the two media moguls sponsor 19 combined races for the 2025 season.

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With a mix of documentaries, live coverage, and creative formats, Prime Video is well-positioned to lead this transformation in the years ahead. As Amazon continues to invest in motorsports content and broadcasting, one question lingers. Can it redefine how fans experience racing through streaming innovation?