In a deeply emotional and symbolic move, JR Motorsports has announced a renewed partnership with Budweiser, the \$138 billion global beverage titan, rekindling one of NASCAR’s most iconic alliances. The announcement, made on May 23, 2025, serves as a powerful tribute to Dale Earnhardt Sr.—a towering figure in motorsport history—and marks a significant chapter in both NASCAR’s legacy and the Earnhardt family’s racing journey.
The Budweiser logo, long synonymous with the roaring red No. 8 car and Dale Jr.’s early racing days, is back. Fans, drivers, and industry veterans alike are calling it a “full-circle moment,” echoing the sentiment Dale Earnhardt Jr. expressed on his popular *Dale Jr. Download* podcast.
“This isn’t just a sponsorship,” Earnhardt Jr. said. “It’s personal. It’s about honoring my dad and everything he built. Budweiser played a huge role in shaping my early career and our family’s legacy in NASCAR. This partnership is a tribute to him and to the fans who remember what that red car meant every Sunday.”
A Legacy Rekindled
The renewed partnership will see Budweiser sponsoring select races in the NASCAR Xfinity Series under the JR Motorsports banner throughout the 2025 season. More than just a business decision, the announcement has hit an emotional chord with fans across the NASCAR community—many of whom remember the fierce dominance of Dale Earnhardt Sr., affectionately known as “The Intimidator.”
Although Dale Sr. never drove the iconic Budweiser car himself, the brand became deeply intertwined with the Earnhardt legacy through his son, who drove the Bud-branded No. 8 car to great acclaim during the early 2000s. Now, nearly two decades later, the familiar red and white colors will once again roar down the track, this time bearing the weight of tribute and nostalgia.
The move also reestablishes Budweiser’s position in NASCAR, after several years of limited involvement in the sport. Once a central player in stock car racing’s golden era, Budweiser’s return has been warmly welcomed by longtime fans and industry insiders.
Social Media Erupts with Nostalgia
News of the partnership lit up social media within minutes of the announcement. On X (formerly Twitter), hashtags like #BudweiserReturns, DaleSrTribute, and TheIntimidator trended nationwide as fans shared emotional memories and photos of the original No. 8 car, clad in Budweiser livery, charging down the tracks at Daytona and Talladega.
“Chills. Literal chills,” wrote one fan. “Seeing Bud back with the Earnhardt family is like watching history repeat in the best way possible.”
Another fan posted a side-by-side image of Dale Jr.’s Budweiser car from the early 2000s and a mock-up of the upcoming JR Motorsports paint scheme, adding, “Nostalgia hitting harder than a bump-draft at Bristol.”
Many echoed the sentiment that this partnership is not just marketing—it’s a memory reborn.
A Tribute in Motion
For Dale Jr., this partnership goes far beyond corporate logos and racing strategy. It’s a way to honor his late father, whose legendary career included seven NASCAR Cup Series championships, 76 wins, and a reputation that made him a national icon.
“Everything I am today in racing, I owe to my dad,” Earnhardt Jr. said. “His dedication, his drive, and the way he connected with fans—that’s what we’re bringing back. This is more than just racing. It’s storytelling. It’s remembrance.”
JR Motorsports, which has grown into a powerhouse in the Xfinity Series, sees this partnership as a momentum booster for its 2025 campaign. The added brand visibility and fan enthusiasm could prove crucial as the team fields competitive cars across multiple races this season.
While exact details of which races Budweiser will sponsor are still forthcoming, the first reveal is expected in time for the summer Daytona race—a track forever linked to both Earnhardt men.
Budweiser: Back Where It Belongs
Budweiser’s return to NASCAR, particularly under the Earnhardt banner, is significant for the brand itself. Once a cornerstone sponsor in the sport, Budweiser’s red script and unmistakable flair were a common sight in the garages and grandstands for decades.
In a statement, Anheuser-Busch’s CMO Lisa Cramer said, “We are thrilled to partner once again with JR Motorsports. Our history with the Earnhardt family runs deep, and this partnership allows us to celebrate the roots of stock car racing while supporting its future. This is a story of legacy, loyalty, and love for the sport.”
Insiders say the move also signals Budweiser’s renewed interest in deeper NASCAR involvement amid a resurgence in the sport’s popularity. With increasing TV ratings, social media engagement, and a younger fanbase, 2025 is shaping up to be a year of revival—and Budweiser aims to be front and center.
Fans First: A Tribute with Heart
For many fans, especially those who followed the rise of Dale Jr. and remember watching his father’s fearless battles on track, this partnership represents more than just branding.
“This is one of the most emotional sponsorship announcements I’ve ever seen,” said longtime NASCAR commentator Mike Joy. “It speaks to the soul of the sport. The Earnhardt name and Budweiser are like peanut butter and jelly to NASCAR fans.”
JR Motorsports has promised a series of fan-first initiatives around the partnership, including throwback merchandise, special paint schemes, and a fan-voted livery that pays homage to Dale Sr.’s legacy. There are also plans for a commemorative event during the NASCAR playoffs, honoring the 20th anniversary of Dale Sr.’s Hall of Fame induction.
Looking Ahead
While racing remains a high-stakes and ever-evolving sport, moments like these offer grounding in history, emotion, and legacy. For Dale Earnhardt Jr., this partnership is a way to connect past, present, and future.
“We talk a lot about legacy in racing,” he said. “This is what it looks like. My dad may be gone, but his impact is everywhere—from the fans in the stands to the cars on the track. This deal is for him. And it’s for everyone who’s ever cheered for an Earnhardt.”
As Budweiser returns to the grid and JR Motorsports gears up for a thrilling season, the echoes of the past serve as fuel for the future. And for NASCAR fans everywhere, the sight of that iconic red branding will once again bring memories rushing back—and perhaps, a few tears.
