NASCAR: Dale Jr. Is Paving His Legacy On And Off The Track

NASCAR’s most popular driver could easily just be judged by his results on Sundays and the marketing juggernaut that he is. That would be a mistake. From Hammerhead Entertainment to JR Motorsports he is shaping the future of NASCAR for long after he leaves. 

When most NASCAR fans think of Dale Earnhardt Jr. they think of the sometimes red-bearded driver of the Hendrick Motorsports #88 racing on Sundays. Even the nuanced fan will only talk about JR Motorsports or his car graveyard on his property. That really just scratched the surface of the empire Dale Junior is building.

Being the son of one the greatest drivers in NASCAR history, Earnhardt Jr. saw the efforts his father put into preparing for life after racing. Dale Earnhardt Sr. saw the value in merchandising early and was the first driver to really monetize on his likeness. All of the t-shirts and flags you see at the races can be traced back to Dale Senior and his vision. Then there was DEI, the crown jewel of racing when it opened. Darrel Waltrip often says DEI was the twinkle in Dale Sr’s eyes. Dale Jr. had to watch as his stepmother dismantled and destroyed the vision his late father had.

For Dale Jr. it would be easy to let someone from Hendrick Motorsports run JR Motorsports and just put his name on it. That is not the case, his sister Kelley Earnhardt Miller is co-owner and vice president. She has become one of the most powerful women in sports with what she has built there. Dale is quick to credit her for the tireless effort she has put in to keep that organization a threat to win every week with multiple cars, and a constant title contender in the Xfinity Series. When Kyle Busch shuttered his Nationwide team due to costs, Dale is now expanding into the truck series.

A look a little deeper and Dale Jr. can also be credited with finding and developing two of NASCAR’s biggest stars. Martin Truex Jr. got his start after Dale tapped him to drive for him in his then Busch Series team in the #8 Chevy. Martin rewarded him with back to back Busch Series championships. Then when Dale started JR Motorsports after his move to HMS, he picked another relatively unknown driver to pilot his #88 Chevy, Brad Keselowski. Again rewarded with series wins and being the top finishing Nationwide Series regular 2 years in a row. He has been quick to give talent a chance in his equipment to let them prove themselves helping shape the future of the sport.

What might truly be the defining business of his legacy is Hammerhead Entertainment. Named after the nickname his father gave him. It is a full service production company based in Charlotte used by television networks, advertising companies and corporate clients. For NASCAR it provides the ability to do full commercial or promotional productions without having to send the drivers and cars to Hollywood or New York. With a 36 race week schedule this proves invaluable. For TV networks it gives them facilities to put greater production into their race broadcasts. This service allows for jobs and monies to stay in the Charlotte area and again setting up the future of the sport for long after hangs up his helmet.

Early on in his career Dale started Whiskey River Wings and Beer in Charlotte. History is littered with failed restaurants owned by celebrities, this is not the case. It is a very popular social spot in Charlotte and has expanded to the very well received location at Charlotte Airport. His Dale Jr. Foods brands has started a chip line with nationwide distribution.

The Dale Earnhardt Jr. Foundation supports more than a dozen charities and helps pair corporate partners with people and groups in need. These efforts do not get the same attention that his upcoming wedding or where you can find a “Dale Call”, but are the efforts that show he gets it. Just look at his twitter account and see how he interacts with his fans himself, in a time when so many celebrities have their PR people run social media.

More racing: Where Does Dale Earnhardt Jr. Rank Overall When It Comes To Drivers' Net Worth?

As the son of the face of NASCAR he could have lived off his name and cruised along riding on his famous father coattails. Instead he is following in his footsteps, creating a future for himself and his family while also helping the future of the sport that has made him what he is. You might not like him on the track on Sundays, but you have to respect his work the other six days of the week.