Few partnerships are as iconic as Dale Earnhardt Jr. and Budweiser. The beverage company teamed up with the legendary driver for nine seasons, plastering its branding all over the No. 8 Chevy. Even for those who didn’t follow the sport religiously, the red, white, and black car was instantly recognizable because it had built somewhat of a visual legacy. With the duo making a long-awaited reunion on the racetrack, the impact is already felt in the NASCAR world, highlighting Junior’s star power despite being well past his full-time driving days.

Reflecting on one of the most memorable match-ups in American auto racing history, sports marketing executive Steve Uline shared Dale Jr’s monumental impact on Budweiser in a candid conversation with Kelley Earnhardt Miller.

Dale Earnhardt Jr.’s partnership with Budweiser created a buzz

Over the years, Budweiser has become synonymous with American motorsport. The beverage manufacturer hit the tracks in the ’70s and became the fifth most-winning sponsor in NASCAR with sixty-four victories. While they have teamed up with several racing drivers over the years, such as Kevin Harvick and more recently Ross Chastain, one partnership stands out amongst all others because of its impact, Budweiser and Dale Earnhardt Jr. With the duo all set to make a sensational comeback in the Late Model Stock Cars, the motorsport community is already buzzing with excitement.

Reflecting on the influence Dale Earnhardt Jr. has had with the $110.6 billion sponsor, sports marketing executive Steve Ultine said on the Dale Jr Download podcast, “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.” Ultine went on to say, “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.”

Such is the popularity of Dale Jr.’s time with Budweiser that when the two announced their reunion recently, JR Motorsports ended up selling six figures worth of merchandise in the blink of an eye. Autographed full-sized helmets, die-cast collectibles, hats, signs, and koozies flew off the shelves as the release of the merchandise coincided with the announcement of the iconic partnership. For racing enthusiasts who grew up watching NASCAR in the early 2000s, the reunion between Dale Jr. and Budweiser after a 17-year absence brings with it tremendous nostalgia for an era gone by.

Dale Earnhardt Jr. is equally excited at the prospect 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 really special for me to be able to represent that brand on the racetrack again.” As part of the deal, the beverage company will sponsor Junior for a limited number of Late Model Stock Car races in 2025, reviving an iconic paint scheme that will take fans on a trip down memory lane.

Dale Jr. to auction off signed memorabilia

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Dale Earnhardt Jr. is all set to compete in the iconic No. 8 Budweiser Chevy at Florence Motor Speedway. In anticipation of his race, the 50-year-old is auctioning off some signed items through the Dale Jr. Foundation, with proceeds going towards underprivileged youth. The items available for auction are from the 1999 to 2007 era, featuring shirts, hats, scale cars, coolers, lunch boxes, etc. Having won the Cup Series’ Most Popular Driver 15 times, there’s no doubt that Junior’s signed memorabilia will fetch good prices.

In a video posted on X, Dale Earnhardt Jr. said, “These items come out of my personal storage. People bring me old Bud stuff all the time and want to get it to me, items they collected over the years, 20-25 years ago. I have to tell them every time, I’m like, man, we have everything. We kept everything. If they made it, we’ve got some prototypes and some samples of anything and everything they made.” Junior went on to say, “My sister Kelly and a few other girls from the foundation went to work and picked out some items that they thought you might like. I have autographed those and you can bid on them.”

With the South Carolina 400 on the horizon, Dale Jr. has now shifted his attention to the Late Model Stock race, which will stream exclusively at FloRacing. The excitement will be at an all-time high, as Junior will be competing in the No. 8 Budweiser Chevrolet, with $10,000 on the line. However, the 50-year-old will be racing for more than just pride, as he’ll want to live up to the legacy of a car that he drove from 1999 to 2007. Will the North Carolina native be able to meet fans’ expectations at the ‘Diamond of the Southeast’? Time will tell. However, it will be a treat to see Dale Earnhardt Jr. racing on the track with the iconic livery once again.