Dale Earnhardt Jr Sharpens His Skills With Forgotten $36 Billion Worth Sponsor Ahead of His Amazon Gig

With a career built on speed, grit, and an unbreakable bond with fans, he’s faced every challenge the racetrack could throw at him, and Dale Earnhardt Jr., the name that echoes through NASCAR history, is no stranger to the spotlight. Who could forget him taming the Daytona track in 2004 and 2014, the very same track that shook his life forever? But now, as he gears up for a new role as a broadcaster with Amazon Prime Video in 2025, he’s taking a detour—reconnecting with an old sponsorship behemoth.

Red Bull, the $36 billion energy drink giant. Their history with NASCAR is a tale of bold moves and big exits. The brand burst onto the scene in the mid-2000s, sponsoring drivers and even fielding their own team before stepping back in 2011. Now, they’re back with a vengeance, sponsoring Trackhouse Racing’s No. 99 car and fueling wild, fan-favorite events like the Red Bull Soapbox Race. This isn’t just a nostalgic nod to the past; it’s a journey of growth, humility, and rediscovery, as Dale sharpens his skills for the next chapter of his legacy.

For Junior, this resurgence is personal. Red Bull was a key sponsor during his racing prime, and their return has pulled him into a whirlwind of experiences. At the 2024 Miami Grand Prix, Dale’s surprise appearance alongside Red Bull’s F1 team stole the show. “I was just there to have fun, but seeing the precision of F1 and Red Bull’s operation? Man, it’s next-level,” he told.  On his podcast, he went deeper: “Red Bull’s attention to detail, their whole vibe—it’s something else. I’m learning from it.”

It reminded him of the hunger that drove him as a young driver, a hunger he’s now channeling into his broadcasting prep. And that’s what Junior did when he hosted Red Bull’s Soapbox Race. The Soapbox Race show, airs on Discovery Channel, is the piece of the puzzle. Junior hosts teams of amateur builders who craft outrageous, gravity-powered vehicles for a wild race. “I knew the energy had to be big, fun, and a little crazy,” Earnhardt Jr. said. “I’ve seen these races before, and there’s always something wild happening—spectacular crashes, hilarious themes, and people determined to make it to the finish line, no matter what’s left of their soapbox.”

Commenting on those teams has reworked his ability to connect with people, a skill he’ll need when breaking down NASCAR races for Amazon’s audience. The show’s chaotic energy mirrors Red Bull’s ethos, and Dale’s right at home in it.

Broadcasting isn’t new to him—he’s been a fan-favorite analyst for years—but Amazon feels like a fresh start. “I want to bring the energy I felt with Red Bull—that raw, real passion—to the booth,” he shared. From karting defeats to F1 awe, every Red Bull moment is teaching him to see the sport through new eyes. He’s not just calling races; he’s aiming to make fans feel the heart of NASCAR.

His stint with Red Bull is incredibly important, especially as he enters a new phase of his career as an analyst. He knows just how difficult it is, as he once explained. “People just don’t know how good you are. You never got flustered, you never got up on the chip, you never got nervous. Like it’s obvious when I get nervous. I could see when Steve’s nervous. I could see when Burton is nervous… I did not appreciate not only how challenging it was, but also how good you are until I got a chance to do it publicly…. I got a long way to go before I can get to where I could do that job consistently.”

And for Red Bull, the energy drink manufacturer’s NASCAR comeback marks “a new chapter” for the brand. Their sponsorship of Trackhouse Racing, starting at COTA in 2025, sent shockwaves through the sport. The deal’s value, which is still under wraps, is believed to shake up NASCAR’s future. For Dale, it’s more than branding, and that energy is what he’s bottling up for his Amazon role.

Dale’s journey with Red Bull is a reminder of why he’s a legend. As he steps into Amazon’s spotlight, one thing’s certain: with Red Bull’s fire in his veins, Dale Earnhardt Jr. is ready to bring the heat.

Amazon is honouring Dale Jr’s legacy with the Intimidator’s docu-series

Amazon Prime’s four-part documentary on Dale Earnhardt, premiering May 22, 2025, dives deep into the life of the man called The Intimidator, The Man in Black, Ironhead, and One Tough Customer. Known for his seven NASCAR Cup championships and aggressive driving, Earnhardt’s legacy is legendary. But this series, as his children Dale Earnhardt Jr. and Kelley Earnhardt Miller shared in a Zoom interview, isn’t just about his racing glory—it’s about the man, flaws and all.

Earnhardt died in a heartbreaking last-lap crash at the 2001 Daytona 500, cementing his almost mythical status among fans. “To a lot of people, he was like Elvis … or a John Wayne figure,” Junior said. “They thought he was indestructible and bulletproof and couldn’t do any wrong … so they worshiped him.” Yet, to his kids, he was human. “It shows you the human side of Dad,” Junior explained. “It celebrates the man on the race track, for sure. But it also celebrates the person he was, for better or worse. And there’s some tough moments in there. Some honest moments.” Kelley echoed, “This is a human interest story. … The good and the bad, right? Life is full of that.”

The documentary’s timing is no coincidence. The first two episodes drop on May 22, followed by Amazon’s live stream of the Coca-Cola 600, with Junior in the broadcasting booth, and the final episodes on May 29. Kelley noted, “I think for Amazon that this is an avenue to show our NASCAR fans how dedicated and serious they are about the NASCAR product … They’ve got to gain that trust quick.”

Unlike the 2007 film “Dale,” which Junior praised for honoring his father’s racing career, this series targets newer fans and drivers unfamiliar with Earnhardt’s impact. “We are so far down the line from his passing … that a large portion of our fan base has never seen him race,” Junior said. “I see a lot of [new fans ask]: ‘Why is this person so respected and appreciated? … Help me understand.’” He hopes the series introduces his father to those who don’t know him, adding, “I think my dad was the most amazing person I ever met … I just have so much respect and love for him, and I miss him terribly.”

This documentary promises raw honesty, blending Earnhardt’s racing triumphs with his personal struggles. It’s a chance to see the man behind the myth—get ready to laugh, cry, and remember a true NASCAR icon.