Dale Earnhardt Jr. Expresses Bewilderment Over NASCAR's Perceived Threat from Superstar Racing Experience

In the wake of the antitrust lawsuit settlement between 23XI Racing and Front Row Motorsports and NASCAR, Dale Earnhardt Jr. and his sister and business partner, Kelley Earnhardt-Miller, have offered their perspectives on the proceedings. During a recent episode of their podcast, the "Dale Jr. Download," Earnhardt Jr. revealed his surprise at the extent to which NASCAR reportedly felt threatened by the Superstar Racing Experience (SRX). Evidence unearthed during the lawsuit’s discovery process, including internal documents and trial testimony, indicated that NASCAR executives viewed SRX as a potential competitor, leading to actions such as implementing stringent sanctioning agreements to "lock down" race tracks.

Earnhardt Jr. stated, "I gotta be honest, this shocked me." He elaborated on his initial perception of SRX, founded by Ray Evernham, as an endeavor to recreate the International Race of Champions (IROC) format. The series aimed to bring retired racing legends and unique personalities to local markets, offering a distinct racing experience with a standardized car for local "hero" drivers. Earnhardt Jr. acknowledged that while he personally wasn’t involved, seeing NASCAR, a "giant" in the motorsport world, perceive SRX, which he described as a "little thing" with only about 12 cars and facing financial challenges, as a threat, was unexpected. He noted SRX’s eventual demise due to operational costs and insufficient viewership to sustain its television contract, concluding, "it just financially didn’t really work."

The revelation of NASCAR’s concerns was further amplified by testimony from NASCAR President Steve O’Donnell. O’Donnell explained his directive for the legal department to scrutinize NASCAR’s competitive landscape, particularly as Cup Series drivers and their sponsors began participating in SRX events. He expressed concern that SRX was emulating NASCAR’s product, especially on short tracks and dirt circuits. However, O’Donnell also testified that legal counsel found no actionable grounds for intervention. The situation was further complicated by comments from NBC Sports executive Sam Flood, who questioned the value of NASCAR’s broadcast deal if a comparable racing product could be obtained at a lower cost through SRX.

"I am surprised by the some of the comments I read from O’Donnell and a couple people of, ‘Man we gotta put an end to this or we gotta go take a look at this.’ Why are we worried?" Earnhardt Jr. questioned. He maintained that he wasn’t alarmed by SRX’s existence, suggesting that curiosity alone would draw viewers. He reiterated his surprise, stating, "I never saw, no disrespect, but I never would’ve worried or considered SRX a problem." Earnhardt Jr. proposed an alternative approach: "I would’ve looked at what they were doing… why do people like it and can we work together?" He observed that SRX’s appeal grew as prominent NASCAR Cup Series drivers like Denny Hamlin, Chase Elliott, and Ryan Blaney participated, often with familial connections, enjoying the opportunity to race for modest compensation.

Related News :

The internal NASCAR discussions, as revealed through text messages, highlighted a specific concern regarding the potential for SRX to secure dates at historic venues like North Wilkesboro Speedway and Bowman Gray Stadium. In a June 2022 exchange, O’Donnell, alongside Scott Prime, SVP of Strategy, and presumably other NASCAR leadership, expressed urgency. O’Donnell wrote, "Wait until (Dale) Jr. says he is running an event. Matter of time. They will go to North Wilkesboro with Jr. if we are not careful. We need to be the first back." Prime concurred, adding, "Agreed – North Wilkesboro and Bowman Gray next year with Jr and friends if we don’t make moves." O’Donnell then suggested a strategy for the All-Star Race, proposing a "combo – Bowman and Wilkes Fri/Sun," which Prime enthusiastically supported, emphasizing the need to "make moves."

These discussions preceded the eventual return of North Wilkesboro Speedway to the Cup Series schedule in 2023 and Bowman Gray Stadium’s planned inclusion in 2025. However, Earnhardt Jr. attributed the revival of North Wilkesboro primarily to the efforts of Speedway Motorsports CEO Marcus Smith and financial contributions from North Carolina’s Build Back Better fund, rather than direct NASCAR initiative. "NASCAR, you know, they didn’t play any role," Earnhardt Jr. stated. He acknowledged that once Smith secured the track’s comeback, NASCAR had to approve its inclusion on the schedule.

Earnhardt Jr. emphasized the grassroots nature of North Wilkesboro’s resurgence, highlighting the involvement of the local government, the town, and numerous volunteers who maintained the track for two decades. He stressed, "This isn’t a knock to them, you know, this isn’t a knock to them, they shouldn’t take this as an insult, but Wilkesboro is back because of everybody else." He commended the dedication of those who preserved the track, making its return possible.

Kelley Earnhardt-Miller further credited Dale Jr. for his role in fostering the CARS Tour’s involvement and his participation in a "Race Track Revival" event that drew 20,000 fans even before NASCAR and Speedway Motorsports officially scheduled the All-Star Race at North Wilkesboro. While Earnhardt Jr. may downplay his personal impact, his celebrity status demonstrably contributed to the event’s significant fan turnout, underscoring the broader influence of popular figures in revitalizing historic racing venues. The legal proceedings and subsequent discussions have illuminated a period of perceived strategic tension and internal reflection within NASCAR regarding its market position and the impact of emerging racing series.