Charlotte, North Carolina— Dale Earnhardt Jr. has formally confirmed the long-awaited return of Budweiser as a personal sponsor, a move he describes as a “full-circle moment” and an emotional tribute to his father, the late Dale Earnhardt Sr.
The historic Budweiser-Earnhardt partnership helped define an era of stock car racing, permanently instilling images of red-and-white paint schemes and Earnhardt pride in the sport’s cultural fabric. Now, decades later, Junior is reviving that heritage, not to restart his racing career, but to commemorate it and celebrate the man who built it.
“I don’t think I’ve ever felt this emotional about a sponsor,” Earnhardt Jr. said at a special press conference in Charlotte. “Budweiser was a part of my early years, one of the highlights of my career, and a part of who my father was to many fans. This renewed connection means everything to me, both emotionally and professionally.
Earnhardt Jr.’s departure from full-time racing in 2017 resulted in years of shifting alliances before his return. Though he stayed involved with the sport through media work and occasional appearances, the formal re-alignment with Budweiser represents a symbolic return to his roots. It also remembers the friendship he had with his father, who was tragically killed in a crash on the penultimate lap of the 2001 Daytona 500.
“Dad never drove a Budweiser car, but he respected what the brand meant to the fans and to me,” Earnhardt, Jr. said. “When I switched to Bud in 2000, he told me, ‘You’re part of something bigger now. Make it mean something. “That stayed with me every time I got behind the wheel.”
Earnhardt Jr. went on to drive the No. 8 Budweiser Chevrolet for Dale Earnhardt, Inc. from 2000 to 2007, winning 17 of his 26 career Cup Series races with the company. His success at the time helped him become the face of NASCAR’s next generation, and Budweiser became more than just a sponsor; it became a symbol of generational shift and the Earnhardt name’s enduring legacy.
The rekindled partnership will not result in Junior returning to racing full-time, but fans can expect special appearances, limited-edition merchandise, and an upcoming docuseries documenting the Earnhardts and Budweiser history in NASCAR.
“This isn’t just about nostalgia,” he clarified. “This is about connection—to the fans who supported us, to Dad’s legacy, and to the sport that brought us together. Budweiser was there through the highs, lows, and everything in between. It feels good that they’ve returned.”
Budweiser issued a statement expressing delight in rekindling its association with Earnhardt Jr., describing him as “a true icon of racing whose values and spirit embody everything we stand for.”
“Dale Jr. personifies persistence, loyalty, and the enduring power of legacy. “We are honored to stand alongside him again and celebrate a legacy that continues to inspire new generations of fans,” the firm stated.
Earnhardt Jr. seemed extremely upset during his concluding words, choking back tears as he gazed over a gathering of supporters and reporters.
“I know if Dad were here today, he’d probably say, ‘Hell, son, about time,'” he said with a laugh. “This isn’t about selling beer; it’s about remembering where we came from, who we competed for, and why it’s still relevant. This is for him. “This is for all of us.”