For the fans of Dale “The Intimidator” Earnhardt, the visual imagery of No.8 with a red and white color scheme is hard to get out of the back of their brain. And they were devoid of watching it in action the track for far too long. But her daughter Kelley has done the impossible with this special season-opening gift for his fans.

For a generation of NASCAR fans, the comeback of the legendary Budweiser No. 8 car is not merely a sponsorship agreement—it’s the return of an era. However, as Kelley Earnhardt Miller recently disclosed, reviving the popular Bud 8 was not a cakewalk. It required determination, endurance, and a never-say-die faith in the heritage of Dale Earnhardt Jr.‘s vintage car to bring it back to life.

Kelley Earnhardt Miller opens up about her fight to restore the NASCAR icon

Legions of fans begged for Budweiser to return to the No. 8 for years, but corporate business complexities made it a tall order. But the largest hurdle was an intrafamily conflict. Following Dale Earnhardt Sr.’s death in 2001, the Earnhardt family name and properties were bound up in a court fight between Dale Jr. and his stepmother, Teresa Earnhardt. Among the assets in dispute was the No. 8, a number of great emotional significance to Dale Jr. but one that remained under Teresa’s jurisdiction at Dale Earnhardt Inc. (DEI).

Hoping to get the rights to the number, Dale Jr. was left having to abandon it when he departed for Hendrick Motorsports in 2008, embracing the No. 88 as it were. The No. 8 sat idle for several years, representing a legal and emotional tug-of-war. “This recent revelation that we released with Anheuser-Busch, my initial attempt at discussing it with them about us reintroducing the eight and them joining us on the car—it didn’t occur the way I would have liked it to at first,” Kelley acknowledged. “I was like, ‘Okay, we gotta talk more, and they gotta give more, and let’s see where we can get in sync,'” Kelley said. “And when I told Dale that, the initial stuff was like, ‘Well, I received an email back, and you know, this is what it said.’ And he’s like, ‘Oh, really? Very disappointing. Like, why wouldn’t they like this?'”

For Junior, the resistance was difficult to understand. The No. 8 Budweiser car is an emblem of his early success in NASCAR, and for many, it is a symbol of a golden age of racing. However, as Kelley noted, contemporary business negotiations are not usually straightforward. “You know, business things get in the way these days,” she said. “We resolved that all together, and it all worked out great. It’s just a lot more personal.”

It was that personal touch that motivated Kelley to push so hard. She got it, what the No. 8 represented—not only to Dale Jr. but to fans across the country who watched him rule the racetrack in that red and white. It wasn’t merely a matter of a sponsorship agreement; it was a matter of respect and making a point. Ultimately, Kelley’s persistence paid off, and after nearly two decades, the Bud 8 is back where it belongs. The announcement sent waves through the NASCAR community, with longtime fans celebrating the return of one of the sport’s most recognizable cars.

The journey to this point wasn’t simple, but as Kelley Earnhardt Miller demonstrated, some things are simply worth the battle. Dale Jr.’s response to the news was nothing less than victorious, and for those who recall the sound of the Budweiser No. 8 roaring down the track, the return is nothing short of a win for racing history.

With the agreement now made, everyone waits with bated breath for what is next. The nostalgia is present, the anticipation real, and through the sheer force of will put behind it by Kelley, NASCAR enthusiasts can once again root for a part of their heritage resuscitated.

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Dale Jr. Reflects on Bud 8’s Revival and Exciting Future in Racing and Broadcasting

Dale Earnhardt Jr. has always been more than just a racer—he’s a symbol of nostalgia, passion, and deep-rooted love for the sport. When he brought back the iconic Bud 8 car, it wasn’t just a throwback; it was a statement. A statement that, even in retirement, his connection with racing remains as strong as ever.

Talking to AthlonSports, Dale Jr. revealed how intricate the process was. “There are multiple layers to this in that there is my vision, and what I would like to do. Then there is (sister) Kelley (Earnhardt-Miller), and multiple layers of creative and business people, and these visions all have to come together for the final product.” While he had a strong vision for the car, he put his faith in his team, especially creative lead Ryan Williams, who shares his love for ‘80s and ‘90s NASCAR. “I told him that I trusted him to just have fun with it.”

The nostalgia-driven project wasn’t just about racing; it was a commercial hit. JRM merchandise featuring the Bud 8 branding—autographed helmet die casts, hats, and koozies—sold in the mid-six figures within days. “My goal was to impress the Bud guys with this race,” Jr. added, hinting that Budweiser’s enthusiasm might lead to more appearances of the Bud 8.

Beyond racing, Dale Jr. is also stepping into a new challenge—broadcasting with Amazon Prime Video in 2025. After NBC chose not to renew his contract, this fresh start could bring exciting perspectives to NASCAR coverage. For fans, whether it’s behind the wheel or behind the mic, one thing’s clear—Dale Jr. isn’t going anywhere.