| In 1996, legendary NASCAR driver Dale Earnhardt Sr. | | | | driver by fans. For his popularity, Budweiser has |
| created the Dale Earnhardt, Inc. (DEI) to compete in | | | | received major exposure in sponsoring Dale Jr. and |
| NASCAR-sanctioned races. In 1998, Dale Earnhardt Jr. | | | | his No. 8 car with power comparable to a high |
| drove the No. 8 car of the team at the NASCAR | | | | performance engine equipped with Jet Chips cold air |
| Busch Series where he won the championship for | | | | intake system. A research conducted by Joyce Julius |
| two consecutive years - 1998 and 1999. Currently | | | | and Associates estimated Budweiser to have |
| Dale Jr. is racing at the 2007 Nextel Cup Series for | | | | received $68.8 million worth of exposure in just the |
| the team that his late father started. The next | | | | first eight races of the Nextel Cup Series. This |
| season though will see Dale Junior racing for another | | | | exposure is based on the number of times the |
| team if he pushes through with his announced plan to | | | | Budweiser logo appears during a race more |
| leave DEI. Junior’s departure came after he failed | | | | prominently on Junior’s No. 8 car. This is seen as |
| to wrest the ownership of the team away from his | | | | a possible reason for Budweiser to go with Dale |
| stepmother Teresa Earnhardt. | | | | Junior wherever he might go for the next season. |
| In a recent press conference Dale Junior announced | | | | The fact that Earnhardt wanted to control the |
| his decision to leave DEI pointing out his relationship | | | | organization and his stepmother not letting it happen |
| with her stepmother as a cause. “We weren't | | | | is seen as a bitter pill for the most popular driver. |
| really close with what they had in mind,” says | | | | Late last year, Teresa made comments in an |
| Dale Junior. “We decided it was time for us to | | | | interview which questioned Dale Junior’s |
| move on and seek other opportunities for 2008,” | | | | commitment to the sport. This statement from |
| he continued in the press conference broadcasted | | | | Teresa sparked a feud between her and Dale Jr. On |
| from his JR Motorsports racing shop located in | | | | the other hand, Dale Jr. and sister Kelley Earnhardt |
| Mooresville, North California. This team is being | | | | Elledge complained about the way the team is being |
| speculated to be where Dale Jr. will be racing for the | | | | run by Teresa. The team’s inability to win a |
| next season. | | | | championship is also blamed at the ineffectiveness of |
| The decision to leave the organization becomes even | | | | Teresa in running the company. |
| more interesting since his contract to DEI will expire | | | | After Dale Jr.’s decision to leave the team, |
| after this season. This announcement has led racing | | | | Teresa has this to say: “While we are very |
| enthusiasts to speculate where Dale Jr. will go from | | | | disappointed that Dale Jr. has chosen to leave the |
| here. | | | | family business, we remain excited about our |
| Although there are talks that he might race for the | | | | company’s future. Our aggressive expansion and |
| team his father raced for, he maintained that he is | | | | diversification plans have not changed. This company |
| still undecided as of the moment. “We'll see who | | | | has continued to thrive since Dale left us in 2001, and |
| wants to hire me,” said Dale Jr. “I don't ever | | | | it will thrive following today’s announcement. Dale |
| want to make this decision, or change, again. I want | | | | and I built this company to be a |
| to drive for a long time, and I want to be successful | | | | championship-contender, and those principles still |
| at doing it,” he stressed. | | | | apply. Dale Earnhardt, Inc. will win, and we have other |
| Meanwhile, his sponsor Budweiser is expected to | | | | extremely talented drivers and hundreds of |
| follow Dale Jr. wherever he goes for the next | | | | employees that are dedicated to the programs we |
| season. The company though is yet to confirm or | | | | founded. This company has a great legacy and a |
| deny the said speculations. Instead, the | | | | bright future, built on loyalty, integrity, and |
| company’s vice-president Tony Ponturo | | | | commitment.” |
| maintained that they will still have to talk with Dale Jr. | | | | As to how the team will fare after Dale Jr. departs, |
| before making a decision. “Budweiser and JR | | | | experts in the sports agreed that the team will get |
| Motorsports have an agreement in place to ensure | | | | on well. Marc Ganis, president of Sportscorp Ltd., a |
| Dale Jr. will continue to personally represent | | | | sports marketing company expressed his opinion as |
| Budweiser through 2008, and we look forward to | | | | to where DEI will go for the next season without |
| discussing our future with Dale Jr. and DEI in the | | | | Dale Jr. “DEI is a known quantity, they're not |
| weeks ahead,'' said Ponturo in an e-mailed statement. | | | | going anywhere,” Ganis said. “It's going to be |
| Junior’s popularity is unquestionable and | | | | odd not having the son of the founder staying with |
| DEI’s compromise to let him go is a decision | | | | that team. I see a lot of questions about that. They'll |
| many frowned at. For the last four years, Dale | | | | continue to be one of the major racing teams,” |
| Earnhardt Jr. is voted as the most popular NASCAR | | | | he added further. |