Dale Earnhardt Sr.

NASCAR: Still trying to ride Dale Earnhardt’s coattails

NASCAR is working with the estate of the late Dale Earnhardt Sr. to put out new licensed merchandise around the legendary driver, as The Intimidator’s brand is still fashionable two decades after his passing.

The sanctioning body’s licensing division, NASCAR Team Properties, has had a deal with Earnhardt’s estate since its inception.

His estate is run by his widow, Teresa Earnhardt. But over the last year, NTP has been taking a “more curated and concentrated effort to bring Dale Earnhardt product to our fan,” according to NASCAR Managing Dir of Licensing & Consumer Products Megan Malayter, who told SBJ that her division has rolled out about 12-15 products related to him over that timespan.  Sports Business Journal


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