Dale Earnhardt Jr. reunites with Budweiser to boost NASCAR merchandise sales

Dale Earnhardt Jr. has reunited with Budweiser, boosting fan interest and merchandise sales in NASCAR. The partnership, which originally ran from 1999 to 2007, will see Budweiser sponsor Earnhardt Jr. in grassroots late-model races over the next year. Following the announcement, JR Motorsports reported a significant increase in merchandise sales, generating mid-six figures in revenue. The new line includes high-demand items like autographed helmets and apparel, coinciding with a viral social media campaign. Earnhardt Jr. will debut a Budweiser-branded paint scheme at the South Carolina 400 next month, marking a return of the iconic No. 8 design after 17 years. This event is expected to resonate with fans of his early career.