Imagine sitting in a cozy studio, Kelley Earnhardt leaning in with genuine curiosity, as Steve Uline, the former Budweiser marketing executive, shares the story behind one of their most iconic campaigns featuring Dale Earnhardt Jr. That’s exactly what happened in the latest episode of the Dale Jr Download’s Business of Motorsports.

We all know how big of an impact Dale Jr had on promoting Budweiser during his time as a NASCAR driver. It’s almost impossible to forget Earnhardt’s Red and White car which was easily one of the fans’ biggest favorites. Together with Budwise, Dale Jr. has won many races and even more hearts. But was it easy to work with each other? Kelley Earnhardt Miller gets Steve Uline to expose the difficulties of working with the JR Motorsports owner and here is how it went down.

Budweiser worked with Dale Earnhardt Jr to put him through to the Super Bowl

In a conversation between Kelley Earnhardt and Steve Uline, the powerhouse behind Budweiser’s marketing, the two reminisced about the monumental impact of Dale Earnhardt Jr.’s partnership with the brand. Tying NASCAR to a Super Bowl commercial—arguably the most coveted 30 seconds of airtime on Earth—didn’t just sell beer; it transformed the morale and swagger of an entire company.

Kelley kicked things off on the Business of Motorsports episode, diving straight into what she knew fans and insiders alike wanted to hear: “So, what was one of your favorite campaigns that came together?” Uline didn’t hesitate, his answer brimming with pride and nostalgia: “Wow, um, I think it was when we took him into the Super Bowl, uh, creative.”

The Super Bowl isn’t just a stage; it’s the stage, and as Uline explained, placing Junior in one of those expensive slots wasn’t just about marketing—it was a statement: “You knew that everybody was rowing in the same direction.” It wasn’t just a big deal for the viewers or even Budweiser’s marketing department. It rippled across the entire Anheuser-Busch empire, from the brewery floor to sales teams in the field. “Our brand team had bought in 100%. Our sales teams had bought in 100%. Obviously, sports, we already bought in 100%, but they wanted Junior in a Super Bowl spot. That’s—that’s the tip—that’s as high as you can go in our world.”

The effects were immediate and undeniable. Uline shared how this single move boosted more than just sales: “We got a lift from not just the sales, but just the—the morale of salespeople, the people in the brewery. I mean, there was a sense of pride that we didn’t have before.” Dale Jr. wasn’t just a spokesperson; he was a beacon of confidence and camaraderie. “It made a difference…our wholesalers…they’d go into a retail account, and having Dale Jr. on your team, it made you stand taller.”

The commercial in question refers to Dale Jr’s appearance at the Super Bowl back in 2007. As some fans might remember, the commercial had a certain Mad Max feel to it. It showed Dale Jr being chased in a desert by other cars. One of the chasing cars even managed to launch a person on Dale Jr’s roof but he managed to shake them off and outrun them all. It turned out they all chased his #8 car because they thought he had a ‘Bud’ in his car.

Dale Earnhardt Jr.’s brief Super Bowl cameo wasn’t just about entertainment; it was a transformative moment that turned a $108 billion empire into a family driven by pride, passion, and purpose. As Uline summed it up, “At the end of the day, you got to remember, for us, it was to sell more beer. But it also gave us something money couldn’t buy—pride.” And that, as they say, is priceless.

With such a long history with the brand, it feels wrong for Dale Jr to not be working with Budweiser anymore, so to make sure that doesn’t happen, Earnhardt has plans on reviving the car that strengthened their legacy together.

Dale Earnhardt Jr’s return as a Budweiser driver

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Dale Earnhardt Jr. is about to turn back the clock to give fans a blast from the past. The NASCAR Hall of Famer is suiting up once again to race the iconic No. 8 Budweiser Chevrolet, this time at the South Carolina 400 on Nov. 23 at Florence Motor Speedway. And yes, it’s 2024—not 2004.

JR Motorsports recently announced that Earnhardt Jr will bring the legendary Bud King of Beers paint scheme back to life in a select series of Late Model Stock Car races over the next two years. This reunion of Junior with the brand that defined much of his NASCAR Cup Series career has fans ready and excited for the future of JRM. “It’s going to be really special for me to be able to represent that brand on the race track again,” Earnhardt shared in a statement following the announcement.

There is no need to be patient this time as the South Carolina 400 is happening on Saturday, Nov. 23, and for those who want to catch Junior in action, the race will stream exclusively on FloRacing. The event is a must-watch, featuring a $10,000-to-win main event and two days of packed action starting Friday. Do you think Dale Jr has a chance to win and bring glory once more to the red and white Budweiser car? Share your thoughts in the comments below.