From a die cast replica race car of Dale Earnhardt’s first NASCAR Winston Cup Series win to a Martin Truex Jr. leather jacket that’ll make anyone look like they just squeezed out of the NO.1 BASS Pro Shops driver’s seat, the Licensing Department at Dale Earnhardt, Inc. is where it all happens.

Deals with companies that create hats, shirts, sunglasses, video games, toys, electronics and many other products bearing the name, number, and likeness of your favorite Dale Earnhardt, Inc. driver or team, including the Legacy of Dale Earnhardt, are all negotiated and serviced by the Licensing Department.

In servicing the relationships with licensees who produce these products, the Licensing Department keeps a watchful eye over the proper uses of all of the intellectual property of our drivers and teams. This department is charged with making sure that all factors are being used correctly and in fresh, innovative ways that create new and interesting products for our fans.

The Licensing Department is also in charge of enforcing the ownership rights of DEI and its drivers in their intellectual property by investigating and stopping others from using them in an unauthorized manner. That work is sometimes referred to as DEI’s “Trademark Detectives” in action.

Through the licensing of all DEI-related products and “Trademark Detective” work, the Licensing Department helps to generate revenue for DEI to use in the operation of our race teams. The better job that Licensing does, the more resources are generated to make our race teams perform better.