James Gilbert/Getty Images

Former NASCAR Star Dale Earnhardt Jr. Lands Ambassador Role

Originally posted on The Spun | By Tzvi Machlin | Last updated Apr 2, 2025 2:06 PM ET

NASCAR icon Dale Earnhardt Jr. already has a lot of hats that he wears on race days (no pun intended) and outside of racing. But he just added a major ambassadorship to his long list of jobs and titles.

On Wednesday, Earnhardt was announced as a new ambassador to the iconic Hard Rock International brand. In a statement, Hard Rock President of Entertainment and Brand Keith Sheldon said he looks forward to having Earnhardt join the team in a partnership that includes "new menu items, apparel, and more.”

“As a leader consistently delivering entertaining experiences across live music, gaming, and sports to guests, Hard Rock is honored to have Dale Earnhardt Jr. as part of our team,” Sheldon said, via Sports Illustrated. “Together we will celebrate the spirit of car racing at our properties across the globe through exciting new menu items, apparel, and more.”

Earnhardt told Sports Illustrated that Hard Rock is a "fun brand" that he's enjoyed working with them on a number of projects and is happy to take the relationship further.

"It's a brand that is a fun brand. It's something that I personally enjoy and I was excited to put this partnership together," Earnhardt said. "They're wanting to work with me on some of the projects that we have like our High Rock Vodka, so that's a great partner that I can get excited about. They know some of the things that I'm working on in my own personal life, and they want to help me with my own goals and ambitions, while we also check a lot of the boxes that they personally want to check within their their brand themselves.".

NEWS: @DaleJr has been announced as a brand ambassador for @HardRock.

The new partnership including limited edition Dale Jr./Hard Rock merchandise which can be purchased in Hard Rock's physical and virtual Rock Shop.

Read More via @Toby_Christie ⤵️https://t.co/IiI1i8mGGy
— Racing America (@RacingAmerica) April 2, 2025

As for who got the ball rolling, it was Hard Rock that wanted to work with him first.

"Well, they reached out and wondered if we wanted to work together on a partnership," Earnhardt said. "They have been around forever, right? And they've kind of ebbed and flowed over the years. And they're in this sort of phase where there's a lot of great new energy around their brand and so we had been talking to them, God feels like a year we've been talking to them about doing something together."

According to Sports Illustrated, the brand partnership will feature some exclusive meal items favored by Earnhardt on NASCAR race days. There will also be an exclusive apparel collection with Dale Jr.'s branding available at Hard Rock's "Rock Shop."

Not a bad deal for Dale Jr.

This article first appeared on The Spun and was syndicated with permission.

More must-reads: