Charity and NASCAR are in Dale Earnhardt Jr.’s DNA. So much so that in his NASCAR Hall of Honor’s artifact case hangs an award from a charity he has supported for years. It was formed in 1980 to help achieve the wishes of critically ill children. The charity is Make-a-Wish and the award, a metal star, celebrates Earnhardt’s fulfillment of 200 wishes.

Now, Earnhardt Jr. is unveiling an exciting new social initiative—this time connected to his iconic partnership with Budweiser. Fans of the legendary No. 8 Chevrolet, which helped him secure 17 Cup Series victories and cement his status as a NASCAR icon, are in for a treat. The collaboration combines nostalgia with a meaningful cause, making it a must-watch for both longtime supporters and new fans alike.

Why does it matter?

This initiative isn’t just about celebrating the past—it’s a testament to Dale Earnhardt Jr.’s commitment to giving back, blending his racing legacy with his passion for making a difference. In his 2021 induction speech, Junior even spoke about it. He said, “My dad granted a lot of wishes, Jeff Gordon, all the people that I knew as drivers and guys I looked up to, I just was following the examples that they set for me…We still try to continue that (make a difference) with the (Dale Jr.) Foundation. It’s awesome. You see the impact that you have on somebody’s life first-hand. ”

Continuing the tradition, this time around, Dale Jr. has dug into his storage and wants all his fans and viewers to bid on some of his most valuable Budweiser knick-knacks—from skateboards to snowboards, tin signs, t-shirts, and diecasts. Why?

Well, Dale Earnhardt Jr. will be back at the South Carolina 400 on November 23 at Florence Motor Speedway. He’s familiar with this race, having participated in both 2022 and 2023. However, this time, he’s bringing back the No. 8 for his fans in a significant way. In an Instagram reel, the third-generation racer said, “Since we are running the Bud A Car at Florence this coming weekend. Thought I would offer up some cool items on the Dale Jr. Foundation Website for auction. These items come out of my storage.”

He explained in the reel that people bring him old Bud items that they have collected over the years. And guess what? Even Junior has everything, as he mentioned, “If they made it, we have got some prototypes and some samples of everything and anything they made. If it got made, we got it.”

For those who don’t know, his sister Kelly Earnhardt and a few other women from his foundation went to his storage and picked out things that they felt people would like. And Dale Earnhardt Jr. has autographed those. Asking people to bid on his collection items, he said, “It would raise some great money for the foundation. And, we are always trying to do what we can to continue to support our communities and nationwide as well with charities we work with. These are items that are original and have been in my storage for 20-25 years and now they can be yours.”

It’s worth noting here that he established the Foundation in 2007, which has donated over $8 million to various charities benefiting communities, schools, and individuals. The foundation focuses on five key areas: Empowerment, Education, Wellness, Hunger, and Hope.

Dale Jr. and Budweiser: An Iconic Reunion

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Dale Earnhardt Jr.’s partnership with Budweiser has remained quite popular, so much so that when they recently announced their reunion, JR Motorsports quickly sold merchandise worth six figures. Items like autographed helmets, die-cast models, hats, signs, and koozies flew off the shelves, with the merchandise launch perfectly timed with the announcement of the iconic collaboration. For racing fans who grew up watching NASCAR in the early 2000s, this reunion after a 17-year break evokes strong feelings of nostalgia for a beloved era.

Steve Uline, the founder and managing director at Cutthroat Branding, discussed the impact Dale Earnhardt Jr. has had on Bud during an episode of the Dale Jr. Download podcast. Uline added, “When we did that deal, I said to myself, this is gonna be the best deal I ever do in sports marketing and I originally wasn’t even a motorsports aficionado…He (Dale Jr.) took us places that we would have never gone and I think we also took him places. We were cool, he was cool. He was a rockstar. The excitement that it created through the whole system was immediate.”

Additionally, Dale Earnhardt Jr. shared in the excitement over the possibility of a reunion, saying, “Budweiser and I had some great memories with that iconic scheme and number. We’ve always supported each other over the years. It’s going to be special for me to be able to represent that brand on the racetrack again.”

Under the agreement, the beverage company will back Junior for a select number of Late Model Stock Car races in 2025, bringing back a classic paint scheme—red, white, and black—that is sure to remind fans of the blast from the past. Know that you know, isn’t it fun that the Budweiser franchise from Dale Jr.’s storage will now be on auction?