Dale Earnhardt Jr. announces strategic senior executive changes
MOORESVILLE, NC (September 22, 2022) – Today Dale Earnhardt Jr. announced a series of executive-level promotions to strengthen his company overall and support the growth of new businesses as his company enters its third decade. The company's hardest-hit units include JR Motorsports, which currently has entries in the NASCAR Xfinity Series and several regional base tours; DEJ Management, which oversees Earnhardt Jr.'s brand marketing and business relationships; and Dirty Mo Media, its multimedia company and digital content platform.
Most notable among the senior management changes is Kelley Earnhardt Miller, who will assume the role of chief executive officer (CEO) for all of Dale Jr.'s businesses. Already the backbone of the entire Dale Jr. company, Earnhardt Miller has spearheaded the career of her NASCAR Hall of Fame brother since 2001 and built JR Motorsports into a 100+ victorious, multi-championship organization. She has received numerous achievements in sports business, including the Charlotte Business Journal's Top 25 Women in Business award, the Lyn St. James Foundation's Opportunity Award and Sports Business Journal's Game Changers. Most recently, Earnhardt Miller authored the book Drive: 9 Lessons to Win in Business and in Life.
"Kelley is one of the most prominent businessmen in motorsport and with good reason," said Earnhardt Jr. "She's a brilliant mind and a proven leader. Her appointment as CEO is long overdue, but if we are to position our companies to maximize their potential and equip our people with the organizational support they need to thrive, there is no better leader than Kelley.”
Mike Davis has been named President and Executive Producer of Dirty Mo Media. He has also become an equity partner in the company, Earnhardt Jr. announced. Davis will devote all efforts to the continued expansion of Dirty Mo Media, which he co-founded in 2013 and launched with downloadable podcast The Dale Jr. Since then, Davis has grown the company into an industry leader in original content and television/streaming program production.
Tony Mayhoff will expand his responsibilities to lead management of the Dale Jr. brand as vice president, strategy and development, for DEJ Management. In this expanded role, Mayhoff will oversee Earnhardt's endorsement portfolio, equity partnerships, brand marketing and public relations. Mayhoff will also oversee the Dale Jr. Foundation.
On-track competition will continue to be the cornerstone of Earnhardt's business. Longtime motorsport licensor and marketer Joe Mattes has been promoted to senior vice president, business and strategy, of JR Motorsports. Mattes has led JRM's corporate sponsorship and licensing efforts since 2007. Before that, he helped seven-time champion Dale Earnhardt catapult NASCAR's merchandise business into a multi-million dollar industry.
LW Miller has been named Senior Vice President of Motorsports. Miller is an accomplished racer himself and has led JRM's competition department since 2011. During that time, the company has won three NASCAR Xfinity titles (2014, 2017, 2018), a NASCAR Advance Auto Parts Weekly Series championship (2020), the CARS Tour Late Model Stock Car Series crown (2017), and multiple track championships with the Late Model program.
"Businesses are made up of people, and I'm blessed to have some of the best working in our businesses," said Earnhardt Jr. "It was important that we clearly defined our leadership in each of these areas so that we take advantage of opportunities, challenges master and thrive in a competitive business climate. I'm proud of what we built and the people we built it with."
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