| Earlier this month, Dale Earnhardt Junior, | | | | as the most popular driver in NASCAR today |
| the most popular driver today in NASCAR, | | | | and his biggest share in the market comes as |
| announced that he will be leaving the team | | | | no surprise. |
| that his father, the legendary Earnhardt | | | | |
| Senior, started. He made the announcement | | | | This same selling power of the young driver |
| after failing to gain control of the DEI team | | | | is seen as a way for Junior to gain control |
| from his stepmother Teresa. | | | | of DEI. Some experts think that his |
| | | | stepmother Teresa would be willing to give |
| After the announcement there have been | | | | the reins of the team to Junior instead of |
| speculations that the Dale Jr. merchandise | | | | letting him go and be left with a team with |
| sale would slow down. Currently, the two-time | | | | no championship to boast and a reduced income |
| Busch Series champion holds the largest stake | | | | from licensing. It has been estimated that |
| in the NASCAR merchandise market. His leaving | | | | the sale of Earnhardt's merchandise brings |
| the team has made experts concerned that the | | | | $30 million per year to the Dale Earnhardt |
| DEI is in danger of losing a driver who | | | | Inc. His biggest sponsor is Budweiser which |
| generates much of the money coming in for the | | | | is yet to comment on what step they will take |
| team. The famous young driver said that he | | | | when Junior leaves DEI at the end of this |
| will be leaving the team after the end of the | | | | season. In fact, the company only stated that |
| season. For now, he drives the Number 8 | | | | they will be talking to Junior and DEI |
| Budweiser Chevrolet Impala which he has | | | | concerning their sponsorship of Earnhardt. |
| ridden for only a single top five finish. | | | | |
| | | | The sudden increase in Earnhardt merchandise |
| While it was feared that sale of the Dale Jr. | | | | sale is expected to slow down since |
| merchandise would falter after the | | | | production of new products will surely take |
| announcement, the exact opposite happened. | | | | time. "It's a very long process to get these |
| Instead of slowing down, Dale Jr. merchandise | | | | things done," says Dyer. "The car number and |
| sold as fast as the sale of the Chevrolet | | | | sponsor has to be decided, the paint scheme |
| pickup hood scoop. Mark Dyer, NASCAR's | | | | has to be designed and approved by Dale Jr.'s |
| Vice-President for licensing, has this to say | | | | people, the team, the sponsor and then |
| about the increased sale of Dale Jr. | | | | NASCAR's competition committee. Then it all |
| merchandise: "I was a little concerned about | | | | has to get made. The very latest production |
| his sales after the announcement, what the | | | | can start to guarantee die casts for the |
| reaction would be, but it looks like it's | | | | Daytona 500 is early-to-late fall." But once |
| terrific. It looks like there's an affinity | | | | these products are available it can be |
| for that No. 8 car. There's been a lot of | | | | expected that sales would skyrocket. |
| great moments, the fact that it's a DEI car, | | | | |
| and the whole Dale Jr. thing. I think its | | | | For now, Earnhardt may have his mind on |
| indicative of the fact that people aren't | | | | things aside from his merchandise sale. This |
| ready just this moment, they want at least | | | | is because his run for a championship title |
| one last souvenir before they move on to the | | | | this season has been derailed. NASCAR |
| next chapter with him." | | | | implemented a 100-point deduction on |
| | | | Earnhardt as it was found out that his car |
| Dyer also pointed out that of all the drivers | | | | used the wrong rear wing mounting brackets. |
| in NASCAR today, Earnhardt has the biggest | | | | Aside from the deduction, his crew chief and |
| share of the market with 25 to 30 percent | | | | cousin Tony Eury Jr. was suspended for four |
| share. His closest competition in the market | | | | races. This infraction cost Earnhardt his |
| is the winner of the recently concluded Dodge | | | | twelfth spot in the driver standings. He now |
| Avenger 500 which was held in Darlington, | | | | sits at the 14th spot with 1160 points and |
| South Carolina - Jeff Gordon. It has been | | | | that is 721 points behind the leader Jeff |
| reported that Gordon controls about 15 to 19 | | | | Gordon. After eleven races this season, |
| percent of the market. For three straight | | | | Earnhardt has so far only posted four top ten |
| years, Dale Earnhardt Jr. was voted by fans | | | | finishes. |