What's Next for Dale Earnhardt Inc.?

It's been just over six weeks since Dale Earnhardt Inc., a company built on marketing, lost its most marketable product.

Since then, the founder's namesake has signed a five-year contract with the sport's hottest competitor and has sponsors tripping over themselves to throw money at him, the team he's going to drive for and the team he owns. In short, there isn't anybody out there who doesn't want a piece of the Dale Earnhardt Jr. pie and they'll take any piece they can get.

The same cannot be said for DEI.

#8 Budweiser Chevrolet Team

In Play: The number, the driver and the sponsor. After their star player announced he wouldn't return next season, the question of their largest sponsor's loyalty came into question. Budweiser would be hard pressed to get the same return on investment with another driver in the #8. Few arguments could be made--I won't bother.

In terms of talent, the experienced, available (or willing to make themselves available) driver possibilities are somewhat limited: Greg Biffle, Kyle Busch, Kasey Kahne and Ryan Newman. Unless I'm overlooking the obvious. Past that DEI is looking at developing a driver from another series.

Danica Patrick anyone? Is she a Bud girl? I don't know ... but I do know she wouldn't be able to bring Motorola with her. I'm sure marketing genius Max Siegel would have no trouble working something out for her. She is the only driver right now that comes remotely close to having Junior's marketability, ranking 2nd in the Favorite Female Sports Stars poll. (Note to DEI officials: you might wanna get on this if you're not already.)

If Busch were to go to DEI, they could swap the #8 Bud for #5 Kellogg's. It would be far more entertaining, however, if they put Busch in Bud and we got to see the Busch Bros. Beer Battles every week. (Note to NASCAR: you should seriously be encouraging this option. Just make sure they don't mix the driving and beer drinking.)

If DEI keeps the #8, they could very likely change the design to avoid any confusion with the Dale Jr. era and to avoid diluting the value of his diecasts, etc. Of course, if Junior takes the #8 with him to Hendrick it won't carry the signature DEI 'E' across the design.

#1 Bass Pro Shops Chevrolet Team

In Play: The future. Right now, Martin Truex Jr. is the future of DEI. So far, he has remained loyal and spoken DEI's praises, but his contract is up after the 2008 season and he hasn't said much about anything past that. His primary sponsor, Bass Pro Shops only resigned for as long as the driver is committed. If BPS hadn't re-upped, DEI might have been well served to move Truex to the #8. If they value their reputation at all, they don't consider this an option now. It's anybody's guess for 2009. I imagine much will depend on performance from here on out. So far so good. But they might have a car at JR Motorsports ready for MTJ by 2009.

#15 Menards Chevrolet Team

In Play: Its survival. If John Menard pulls his funding in favor of another team, his son/driver is likely follow. That leaves no driver and no sponsor for a team that currently sits out side the top 35 in owner points. Which means the only way we see this car on the track in 2008 is if Teresa Earnhardt frees the #8 and only fields two teams.

In Development

The Fourth Generation: Well ... Dale Jr. was a bust. Next up: Jeffrey Key Earnhardt, grandson of The Intimidator by way of his eldest son, Kerry. I believe Jeffrey was raised using the surname name of Kerry's stepfather, Jackie Lynn Key. However, an opportunity to drive for the family business apparently inspired a name change. Kerry filed for a trademark on Jeffrey Earnhardt on January 12, 2007. Jeffrey's driver development contract with DEI was announced on February 6.

Jeffrey's first driving gig for DEI is in the Busch East Series. He has scored two top 10s and sits in the 11th position after five starts. Jeffrey turned 18 years old on Friday, so he's eligible to drive with the big boys any time ... let's hope DEI gives him a little more time to develop.

Is the future so bright we have to wear shades? No. But I don't think we can call DEI a museum just yet.

Reader Comments (Page 1 of 2)

6-26-2007 @ 11:55AM

Tara said...

There are definitely a lot of question marks for DEI right now. I don't think the company is at the museum point either (at this point). I think the end of this year/first of next year will give us the picture of what the future might hold (championship greatness or museum).

My first thought when I read that Menard's was possibly heading to Penske was that Paul would follow them there (or whatever team Menard's ends up at).

I, too, hope DEI doesn't try to rush Jeffery into even a Busch car.

6-26-2007 @ 12:10PM

jennifer said...

I think Danica PAtrick woudl be a great choice...and would make a great budgirl...sure would be the flip side of things huh??

6-26-2007 @ 12:18PM

Kim said...

WOW! I didn't know that Kerry filed for trademark on his son's name! Could that be because he didn't want the stepmonster to get the riches like she did on Dale Jr's for years?

6-26-2007 @ 1:10PM

carol said...

The stepmonster is just that. She bled Jr. dry and still is tryng to do the same. My favorite driver
is not JR. but I like him, and I am glad he is going to Hendrick. He will be treated good there and they won't try to bleed him dry like she did.
He needs to have the #8 and Budweiser, and if she
doesn't let lose of the 8 she is a bigger bitch
than I thought

6-26-2007 @ 1:29PM

skr said...

I can't believe dale jr. put his daddy's legacy in such a crises. I hope teresa makes that company a giant now that cry baby is gone.

6-26-2007 @ 1:45PM

StupidGoldingBitch said...

DEI will be history very soon. I, for one, hope and pray that the #8 stays at DEI. Why? Because I want to be able to smile every morning I wake up knowing that Teresa has to walk into DEI Headquaters and see all those #8 cars lined up reminding her that she made the biggest Frickin MISTAKE of her entire, loser, snake crap, road kill, sorry ass life! Teresa, the golding stupid bitch, will end up selling the company and hopefully we'll never, ever, hear her name mentioned again. She's "milked" the Dale Sr. thing for way too long and now it finally caught up to her and bit her in her fat ass!

I'll support Dale Jr until the day I die. That guy is pure frickin class! Best move of his career! I hope all your fans follow you on your new found road to a Championship! If they are your true fans ---they will!!!!

6-26-2007 @ 3:49PM

Eric said...

Actually, Motorola isn't a phone service, it's a phone manufacturer. And Sprint/Nextel sells a lot of Motorola phones, so they might let Danica keep that sponsorship (although I don't see this happening anyway).

6-26-2007 @ 4:01PM

Gail said...

#6 StupidGoldingBitch.........I Could Have Not Said It BEtter Myself and For As #5 skr Take Your Cry BAby Ass Some Where Else I am Tired Of Seeing You Here On Junior's Blog Putting Him Down,If You Don't Like Him Then Why Bring Your Stupid Ass Here Punk....
...............ALREADY....................

6-26-2007 @ 4:10PM

Jerry Warren said...

Why do people automatically assume that the smallest amount of a talented parent or grandparent will pass those talents down thru the generations? PLEASE! Those talents are usually aquired after many hours of study and practice. Witness the father of Jeffery and son of Dale, Kerry. He is an absolute menace to everyone he gets on the track with. Kyle Petty at least stays out of people's way and does other good things. The way Davie Allison got to be Davie Allison was by studying his father and uncle and practicing what they told him. Get over the idea that someone is good purely because they carry a famous name..........

6-26-2007 @ 4:32PM

rob said...

Fascinating to me how much animosity Teresa Earnhardt generates. I'm a huge Jr. fan, but I don't bear her any ill will. I just lost a great deal of respect for her as a business woman. She could be sitting on a tropical island somewhere, sipping a mai-tai that was purchased with the proceeds of the 49% of DEI that she could have still owned, and not had to worry one whit about the day to day operations. I don't think that allowing JR to leave was a very intelligent business move on her part. Time will tell what she does w/ DEI. So far, it seems that the vast majority of her moves have not had positive results. Teresa, I wish you well. I just hope that you pull your head from your lovely derrier before you completely squander away what was once an up and coming team with an extremely bright future.

6-26-2007 @ 7:10PM

to gail, put your teeth back in your mouth woman and don't throw beer cans at me. I just tell the truth about jr. I can't help it the truth irritates you. But then again your a jr fan and most fans I know can't stand to hear the truth. the only tears you will ever see on me are tears of laughter cause all the fat, no teeth, beer can throwing, championship WISHING fans of jr make me laugh. HA, HA, HA
The only punk around is the one driving the 8 car

6-26-2007 @ 8:18PM

Bill said...

skr,Dale Jr didn't send DEI down the road,T did.You must have brown eyes 'cause you're full of it way up to your eyebrows.As for T,she needs the new surgery that's being performed now.It's called rectomatry.They make an incision at your navel,put a glass eye there so when T is running around with her head up her butt she can see where she's going.Long Live Jr and Ralphs#8!!!!An Old Fan!! Bill

6-26-2007 @ 9:08PM

BRENT said...

'POOR CRY-BABY'S' JR.IS GONE AND DONE AND DEI WILL DO JUST FINE AFTER THIS YEAR IS DONE. JR. WILL BE LIKE A ROCKET AND BURN BRIGHT FOR AWHILE THEN THE GLOW WILL DIM AND HE'LL BE JUST ANOTHER DRIVER FOR SOMEONE ELSE. HE SHOULD OF STAYED AT DEI AND BOUGHT HIS WAY INTO THE COMPANY BY WINNING RACES BECAUSE THAT IS WHERE IS LEGACY WILL FOREVER BE KNOWN.

6-27-2007 @ 1:01AM

Brent,are you and skr brothers or just good buddies? Both of you are dumber than crap snd don't even need to be posting comments here. Bill

6-27-2007 @ 8:44AM

Sue said...

How quickly everyone forgets that Teresa BUILT this company. Dale Sr. was some yahoo from the sticks that could drive a car. Teresa was born into a racing family. She told Sr. to trademark him name, and I remember Dale Jr. once saying that he "trusted Teresa more then his dad when it comes to business". She also GAVE not SOLD people Dale Jr.'s back to him. Do you think she really bleed him dry? He made how much last year? I think I heard 20-30 million. I cry no tears for Dale Jr. He has NO stake in DEI and for him to demand that Teresa hand over 51% is BULLSHIT. He is a spoiled brat that is riding on his fathers good name. I don't think Dale Sr. would "support me" as he said in his press release. I think he would be saying see ya don't let the door hit you on the way out. Dale was all about loyality and family. Too bad his son is not that way. I hope she runs the company in the ground then hands it to that ungrateful MF!

6-27-2007 @ 9:33AM

DENISE said...

I THINK THAT TERESA SHOULD HAVE GAVE JR. THE 51% THAT HE WANTED....IT WAS ~HIS~ DADS COMPANY!!!!!!!!! SHE MAY HAVE HELPED BUILDED THE COMPANY BUT WHEN DALE SR. SAID THAT JR. WAS TO GET IT WHEN HE TURNED 30 YRS. OLD THAT IS WHAT SHOULD HAVE HAPPENED!

6-27-2007 @ 1:39PM

kristine said...

to sue, I believe that Dale Sr. already had started his business TWO years BEFORE meeting up wih Teresa so she didnt BUILD DEI, her name may have been listed as 'sole' owner but it was none other than Dale Earnhardt JUNIOR who continued where his daddy left off at in building DEI. Teresa has done NOTHING as for that company but hold onto the money for whatever reason. Dale Junior will go on to do big things and DEI, well for the sake of Dale Sr. I hope it survives but with neither driver left there to provide the talent, marketability and popularity to keep it afloat it may not fair well. I wish everyone the best of luck!!! But for Junior he is one hell of a driver, hes an all around great person who deserves whatever God has in mind for him, which will be nothing short of excellence. :-)

6-27-2007 @ 3:04PM

Tiffany said...

I will forever be Dale Sr. fan! Jr. inherited me after the passing of his daddy. I am an Earnhardt fan till the day I die!!! Not a fan of a corporation. Teresa can keep that stupid company and stick it where the sun don't shine. There is no future for DEI without any E's.

6-27-2007 @ 3:59PM

carla said...

jr. was raised by dale sr. so what makes anyone think that he did not deserve fifty one percent of his fathers company? what color do you see when you look out in the croud at every race? orange, no. gordons colors? no, it is jr's and it will always be that way because of his legacy and talent that he learned from his dad, not teresa. my heart goes out to his siblings as i also had a stepmother who gave us nothing when our father passed away. go jr. we love you and respect you as we do your father. for all you jealous people that are saying he has not earned the right to drive the eight, cheer for teresa and see how far you get. she cares nothing about dale sr's wishes or his childrens right to his legacy. love ya jr.