Nostalgia is more powerful than an 800-horsepower engine and nothing spells it harder than NASCAR fans. What could be better than watching your favorite driver kick some serious asphalt? And, to top it off, are you scoring an autographed helmet while you’re at it? The return of Dale Jr. to the tracks this year is just that and more. His latest move – the full-throttle nostalgia fest with Budweiser has fans lining up with wallets in hand, eager to snag a piece of history. From high-end collectibles to budget-friendly koozies, the merchandise is flying off the shelves like a driver on a last-lap charge.

But, that’s not all. His fans have created a new record and we are thrilled about it.

Dale Jr’s die-cast fandom and new records

If fans are to be believed, die-casts are a celebration of passion for the sport, its traditions, and its drivers. And, in recent news, history has been made. Lionel Racing, the official die-cast producer of NASCAR, has released a list of the top ten die-cast cars, and the result might shock some, amuse some, and thrill the rest. Why, one might ask? Well, it is because, for the first time ever, a non-NASCAR car is ruling the roster.

Yes, the red and black number 8, iconic as it is, is at the top of the list. The Chevrolet was discontinued in 2007 but made immensely popular between then and 1999 and 2007, the years Dale Jr. drove it.  And the best bit is that this year was also the year of its comeback at the Florence Speedway, kicking some serious nostalgia. Truth be told, Dale Jr. didn’t disappoint either, looking more like a rockstar than a race car driver.

But, the whole set-up showed one thing: the incredible marketing power the car and the driver still hold. Fans pleaded for mercy to their wallets from the driver as items from the featured collection flew off the shelves. The items included $250 autographed full-sized helmets, $140 autographed die-cast collectibles, and an array of other apparel and memorabilia, including $27 hats, $10 signs, and $5 koozies. Profits worth six figures were booked.

It’s important to note here that Dale Jr. retired 7 years ago but still rules fans’ hearts. The 2021 NASCAR Hall of Famer had himself noted previously how he was overwhelmed by fans’ support. But did he know he would surpass Kyle Larson and audience favorite Chase Elliott to the die-cast win? Anybody’s guess.

Anheuser Busch is the owner of the Budweiser brand and has a net worth of $101 billion.

Dale Jr’s association with Budweiser and its future

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While few associations are as iconic as this one, few people can forget the memories the duo has served over the years. But, the reunion that took place after 17 years took the power of the partnership to a whole new level. Think about it: Chase Elliott had won the Most Popular Driver Award for the seventh time that weekend. But, the news was all Dale Jr. and Budweiser.

Eric Estepp explained recently: “On the same weekend that Chase Elliott wins his 7th NASCAR Most Popular Driver Award, Dale Earnhardt Jr, running a short-track race in South Carolina on a spotty stream that most couldn’t even watch, continued to dominate the headlines.”

The reunion itself was made possible because Jr’s stepmother finally relented the number 8 car. Dale Earnhardt Jr. started his career at the family-owned Dale Earnhardt Inc. (DEI), where he captured two consecutive Xfinity Series championships and won 13 races in just two full-time seasons. He quickly advanced to the Cup Series, securing a win in only his 12th career race. Out of his 26 Cup victories, ten were at Daytona and Talladega, including wins in the Daytona 500 in 2004 and 2014.

Founder and managing director at Cutthroat Branding, Steve Uline said during an episode of the Dale Jr. Download podcast recently, “When we did that deal, I said this is gonna be the best deal I ever do, and I wasn’t even a motorsports aficionado…He (Dale Jr.) took us places that we would have never gone to,  and I think we also took him places. We were cool, he was cool. He was a rockstar.”

The company is set to sponsor Jr, for more races in the coming year, with the same legendary color scheme

What are your thoughts on the partnership and its impact on NASCAR?