Earnhardt, Jr merchandise sales strong despite leaving DEI
Quote selected text Published June 1st, 2007 in NASCAR News
On the day he announced he was leaving his late father’s company, Dale Earnhardt Jr. fretted over fan reaction.
He worried the “Red Army” wouldn’t understand his decision, and the loyalists would resent him — maybe even boo him — for walking away from Dale Earnhardt Inc. But based on souvenir sales in the three weeks since he made his decision, NASCAR’s most popular driver had nothing to be concerned about.
Sales of Earnhardt merchandise at race tracks is up 17 percent since his May 10 announcement, industry analysts said. At NASCAR.com, where his figures spiked 107 percent the first week, sales have now leveled off but are still slightly above last season’s pace.
“I knew people were going to collect. I knew they were going to want a piece of his legacy,” said Chris Williams, director of trackside sales for Motorsports Authentic, the company that manages 60 of the souvenir trailers that are stationed at every race track.
“His Daddy wanted Dale Jr. to win a championship at DEI, and people want a memento from that part of his career. Now, if he should start winning races and get into championship contention this season, his sales are going to be like nothing we’ve ever seen before.”
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All of Jr.s loyal fans just trying to get a piece of the last good thing that will come out of DEI. Next season we will all have to buy a new number and color and DEI will a memory to most of us. Some will still remain loyal to DEI because Sr. built it. They will soon tire of seeing Sr.’s legacy ran in the dirt and will soon follow Jr. because he will be the last reaining link to Sr. I know DEI just signed Kerry’s son but bt the time he is ready to move up to Cup racing or even Busch there won’t be much of DEI left exept maybe memories. Hey maybe he could drive for JRMotorsports!!!
You’re right, as long as Theresa is the head of DEI and continues to do what she does then DEI is not even worth talking about.
She is a business woman and she is making millions on merchandising. She still gets the big cut on the #3 merchandising. Any use of Sr’s name goes to her. I think that oncwe Jr is in another car and someone else is in the #8 if any, the merchandise will be gone for Jr in DEI. Then as in alot of drivers cases changing owners and numbers, the #8 will just be another old car number and worth what you pay for it or less. Jr is not a champion and only won like 17 races, so he is just among the “good” drivers even though as he uses the name “Earnhardt” makes him popular. Like many say if his name was Smith in the #8 car he would just be another “average” driver and alot less popular. Truex doesn’t sell that much merchandise and i doubt he ever will.
it has nothing to do with DEI or Theresa,
folks are just buying up merchandise because
it’s going to be collectors’ items!