The Legend. Competition. Philanthropy. All live here.

At DEI, we live the vision of Dale and Teresa every day. We are continuing the legacy of Dale Earnhardt in everything we do, every decision we make, and every person we help. Our mission consists of three major headings: The Legend, Competition, and Philanthropy.

The Legend

We respect and promote the memory of one of the greatest drivers of all time: Dale Earnhardt. Through licensing, fan events, merchandise and beyond, we create products and experiences that help fans connect and reconnect with The Legend himself.


Perhaps the most important facet of DEI exists in our ability to give back. Through the Dale Earnhardt Foundation, we provide programs and grants benefiting: Children, Education, and Wildlife.