Rick Hendrick is a man whose name carries weight in every corner of the NASCAR world. With a legacy that spans decades, the Hendrick Motorsports empire has set the gold standard for excellence both on the track and off. From his 14 NASCAR Cup Series championships to building a business empire beyond racing, Rick Hendrick’s reputation is firmly etched in motorsport history.

Yet, in a recent conversation with Kelley Earnhardt Miller, the legendary team owner revealed an unexpected story—a moment where Kelley, then young and fearless, turned the tables on the National Guard and beverage giant Pepsi and left him both stunned and impressed.

The negotiation that left Rick Hendrick speechless

Sitting down with Kelley on a recent episode of “The Business of Motorsports: The Dale Jr. Download,” she asked Rick Hendrick about his people-first leadership style and whether he learned on the job from the very people he was employing. “I’m sure there have been some employees or drivers through your organization that have helped you something about leadership”, said Kelley.

Given the bait, the HMS boss couldn’t wait to share one of his favorite stories about Kelley—one that still makes her squirm in playful embarrassment today. Kelley set two corporate giants straight in a contract negotiation, and as Rick Hendrick sat next to the young hot-blooded Earnhardt, it wasn’t something he’d forget anytime soon.

“You know, Kelly, you learn something from everyone,” Rick began, hinting at the lesson she taught him. Kelley’s playful interruption set the stage: “Oh great, you’re gonna tell my story. Okay, ugh tell your favorite story about Kelley. Go ahead.” The grin said it all—she knew exactly what was coming. She made sure to give listeners an FYI context warning, “This was when Kelley was young and fearless, also!”

Rick dove into it:  We were negotiating, we were in a meeting. We had the National Guard and Pepsi fighting over the car. And we split it. We’re sitting there with the Pepsi people and Kelley says, ‘Well, there’s a couple of things. We wanted to design the car, and number two, we’re not going to share any royalties.’

That’s where things got interesting. According to Rick, Pepsi wasn’t having it. “They sat back and said, ‘Well, we can’t do that because we need the royalties to help support the deal.’ And Kelley just closed her book and said, ‘Well that’s not going to happen.’

Rick admitted that moment caught him completely off guard. “I thought, ‘Oh my goodness, let’s take a break,’ you know. Went out and I said, ‘Kelley, you need to negotiate here a little bit.’ And as it worked out, you were right. You held strong.”

The deal ultimately played out on Kelley’s terms. Rick, who had seen countless boardroom battles, left that negotiation with a new level of respect for the younger Earnhardt’s resolve. “So I learned a lot about your negotiating skills back in that day,” Rick concluded, clearly still proud of Kelley’s headstrong approach. This particular deal was for Dale Earnhardt Jr. after he moved to Hendrick Motorsports in 2008. Kelley was Jr.’s manager at the time and secured Pepsi as the sponsor after Budweiser was Jr.’s long-time sponsor at Dale Earnhardt Incorporated (DEI). She certainly left her mark on Rick Hendrick in that meeting, almost 18 years ago!

Kelley, for her part, laughed off the story but admitted it was a pivotal moment for her. It’s one thing to hold your ground in a negotiation—it’s another to do it in front of a legend like Rick Hendrick.

How JR Motorsports became a powerhouse

Trending

1

“Don’t Need NASCAR”- Mike Wallace Warned Against Repeating His Children’s Mistakes Amidst Daytona 500 Fallout

2

Dale Earnhardt Jr’s Wife Amy and Danica Patrick Heave a Sigh of Relief as Red #3 Gets Banned

3

When Sponsor’s Revolt: NASCAR’s ‘Worst’ Driver Dragged to Court Over Shocking Issue

4

NASCAR Rumor: Trackhouse Racing Spoil Dale Jr’s Surprise as Eagle-Eyed Fans Spot Key Detail

5

Rick Hendrick’s Huge Daytona 500 Favor to Dale Jr & Kelley Earnhardt Revealed by 10-Time Grammy Winner

That story might have been a snapshot of Kelley’s confidence, but it was also a glimpse into the leadership qualities that would propel JR Motorsports to greatness. JR Motorsports, co-owned by Kelley Earnhardt Miller and Dale Earnhardt Jr., has grown into one of the most formidable teams in NASCAR’s Xfinity Series—and Rick Hendrick has always been quick to give credit where it’s due.

Rick recalled the early days when JR Motorsports merged with Hendrick Motorsports’ Xfinity operations, a move that shocked Kelley at the time.

“When Junior Motorsports combined our Xfinity teams with Hendrick Motorsports when Dale came to drive there in 2008, I was pretty floored that you gave us the opportunity to take your team from Hendrick Motorsports at the time—the #5 car… merge it with our #1 car team,” Kelley said.

For Kelley, the merger was both an opportunity and a challenge. She was still learning to manage a large operation, but she credits Hendrick’s people-first mentality for teaching her the importance of relationships. “That is the one thing that I’ve always taken away… For them to care, you have to care.”

Rick’s response made it clear he always believed in the Earnhardt siblings’ ability to build something special. “Listen, you and Dale are family to me. I’ve known you guys since you were puppies… And to be honest with you, you’ve done a lot better job of running an Xfinity team than I was doing. Look at your success and work ethic… You run the best Xfinity organization in racing.”

It’s high praise coming from a man who has seen and done it all in NASCAR, but it’s not without merit. Under Kelley and Dale Jr.’s leadership, JR Motorsports has become a dominant force in the Xfinity Series. In 2024, the team captured the championship with veteran driver Justin Allgaier behind the wheel—proof of the vision Kelley and Dale Jr. share.

JRM also remains the only Xfinity Series team to produce rookie champions, accomplishing the feat with Chase Elliott (2014), William Byron (2017) and Tyler Reddick (2018.) All of these drivers are now championship-caliber drivers in the NASCAR Cup series, with Elliott winning the championship in 2020 with Rick Hendrick’s team while Byron and Reddick were in the championship 4 this year.

Kelley also pointed out that her family’s connection to Rick Hendrick goes back even further than most fans realize. Her maternal grandfather, Robert Gee, worked for Hendrick Motorsports in its early days. “My Gee family and Robert Gee was a long-time employee of Mr. Hendrick’s when he first started the Motorsports operation… I remember you coming to the hospital to visit my granddaddy when he was having his strokes.” Gee worked at the fabrication shop at HMS until 1994, when he passed away as a result of his strokes.

For Kelley, the family ties run deep—and they’ve shaped her approach to both life and business.

The Earnhardt’s success with JR Motorsports isn’t just a credit to their determination—it’s also a reflection of the lessons they’ve learned from Rick Hendrick himself. Kelley’s steely negotiating skills and people-first mentality are proof that she’s taken those lessons to heart, building a legacy that stands alongside Hendrick’s own.

As Rick himself put it: “I’ve been just very fortunate to be on your coattail here.” To which Kelley, still humble as ever, quipped back: “You’re not on the coattails… You were a huge part of this.”

It’s a moment that sums up their relationship perfectly—mutual respect, a little banter, and an unwavering commitment to excellence. For Rick Hendrick to tip his cap to Kelley Earnhardt Miller speaks volumes about the legacy she’s built and the path JR Motorsports continues to pave.