JR Motorsports

What JR Motorsports does

JR Motorsports is a privately held, professional NASCAR stock car racing organization headquartered in a 66,000-square-foot facility in Mooresville, North Carolina. Founded in 2002 by Dale Earnhardt Jr. and co-owned with his sister and CEO Kelley Earnhardt Miller and NASCAR Hall of Famer Rick Hendrick (owner of Hendrick Motorsports), the team operates under the legal entity JR Motorsports, LLC. The organization fields four full-time entries in the NASCAR Xfinity Series (No. 1 Bass Pro Shops Chevrolet for Carson Kvapil, No. 7 BRANDT Professional Agriculture Chevrolet for Justin Allgaier, No. 8 Pilot Chevrolet for Sammy Smith, and No. 88 HendrickCars.com Chevrolet for Rajah Caruth), made its NASCAR Cup Series debut in 2025, and runs a regional Late Model program that functions as a driver development feeder. The team is the fourth organization in Xfinity Series history to reach 100 series victories and has won four Xfinity Series championships (2014 Chase Elliott, 2017 William Byron, 2018 Tyler Reddick, 2024 Justin Allgaier).

The core technology is NASCAR stock car racing centered on Chevrolet chassis and powertrains, with engineering and technical support drawn from the Hendrick Motorsports partnership established in 2008. Notable operational assets include championship-caliber crew chiefs (most notably 2014 Cup champion crew chief Rodney Childers, hired for 2026) and a robust driver development pipeline that has graduated multiple drivers to Cup Series success. Beyond racing operations, the team operates Dirty Mo Media (a multimedia content arm producing the Dale Jr. Download podcast), Shop JRM Nation merchandise e-commerce store, and public facility tours, creating multiple consumer-facing revenue and engagement surfaces.

JR Motorsports generates revenue primarily through corporate sponsorship agreements with a diversified portfolio of enterprise partners (including Bass Pro Shops, BRANDT Professional Agriculture, Pilot/Flying J, Hendrick Cars, Allstate Peterbilt, Roto-Rooter, NAPA Auto Parts, Arby's, and O'Reilly Auto Parts), supplemented by race winnings and prize money across Xfinity, Cup, and Late Model competition, plus merchandise sales and content monetization. Go-to-market is sales-led and partnership-driven, with sponsorship packages sold directly to corporate brands seeking motorsports marketing visibility. The team has 101-250 employees and competes across the full NASCAR national series schedule in the United States, with no disclosed international operations.

Name

JR Motorsports

Legal name

JR Motorsports, LLC

Website

https://jrmracing.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

JR Motorsports is a privately held NASCAR racing organization in Mooresville, NC, co-owned by Dale Earnhardt Jr. and Rick Hendrick, fielding four Xfinity Series entries plus a 2025 Cup Series debut and a Late Model program, serving corporate sponsors and racing fans.

Ownership category

akta.pro rank

Product category

Professional Motorsports Racing

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)

akta.pro secondary industries

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB), Motorsport Driver Training Schools & Racing Academies (MPAKAJAJ), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Professional motorsports racing
• NASCAR team operations
• Racing sponsorship services
• Driver development programs
• Stock car racing

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Sponsorship Revenue: JR Motorsports generates primary revenue through sponsorship agreements with corporate partners including Bass Pro Shops, BRANDT Professional Agriculture, Pilot, Allstate Peterbilt, Hendrick Cars, Roto-Rooter, and numerous other brands. These sponsorships appear on race cars, team equipment, and marketing materials.
2. Racing Winnings: The team earns prize money through competitive racing performances in the NASCAR Xfinity Series, including race wins, stage wins, playoff appearances, and championship finishes.
3. Merchandise Sales: Revenue generated through the JR Motorsports online store (shopjrnation.com) selling team merchandise, apparel, and collectibles.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

JR Motorsports is a professional NASCAR racing team that fields four full-time Chevrolet entries (No. 1, No. 7, No. 8, No. 88) in the NASCAR Xfinity Series (branded NASCAR O'Reilly Auto Parts Series), operates a championship-winning Late Model program, and made its NASCAR Cup Series debut in 2025. The organization monetizes its on-track competition through corporate sponsorship agreements, while also selling team merchandise and offering guided facility tours to fans.

Product overview

JR Motorsports is a professional NASCAR racing organization that competes full-time in the NASCAR Xfinity Series with four entries (No. 1 Bass Pro Shops, No. 7 BRANDT Professional Agriculture, No. 8 Pilot, and No. 88 HendrickCars.com) and also fields Late Model teams in regional competition. The organization also made its NASCAR Cup Series debut in 2025. Beyond racing operations, JR Motorsports offers merchandise through its online store (Shop JRM Nation), provides shop tours of its Mooresville, North Carolina facility, and produces motorsports content through its Dirty Mo Media subsidiary. The company is co-owned by Dale Earnhardt Jr., Kelley Earnhardt Miller, and Rick Hendrick, and operates from a 66,000-square-foot facility that also houses Earnhardt Jr.'s racing management and business interests.

Differentiator

Problem solved

Functional benefit

Named customers7 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor, primary and core.

• JarrettminorGTM or Marketing Partner · 23 June 2026Jarrett sponsored the 2026 Supply Chain Summit featuring Kevin O'Leary as keynote speaker, with an exclusive tour of the Port of Cleveland. JRM participation includes sponsorship presence and Dale Jr. involvement at the event.
• Bass Pro ShopsprimaryGTM or Marketing PartnerBass Pro Shops is a flagship sponsor on Carson Kvapil's No. 1 Chevrolet. The outdoor recreation retailer has been a long-standing partner, with Johnny Morris and Bass Pro Shops providing continued support for Kvapil's racing career. Bass Pro Shops also sponsors the Late Model program including the No. 88 car in CARS Tour events.
• BRANDT Professional AgricultureprimaryGTM or Marketing PartnerBRANDT Professional Agriculture is the cornerstone partner on Justin Allgaier's No. 7 Chevrolet, seeking a second championship together. The agricultural products company has been a key supporter of the team and Allgaier's career, with co-branded schemes like BRANDT Professional Agriculture and Precision Build appearing on the race car.
• Pilot/Flying JprimaryGTM or Marketing PartnerPilot and Flying J are primary sponsors on Sammy Smith's No. 8 Chevrolet for multiple NASCAR O'Reilly Series events in 2026. The travel center chain provides high-visibility branding at race tracks and partner locations across their network.
• Hendrick CarsprimaryGTM or Marketing PartnerHendrickCars.com is a primary sponsor on Rajah Caruth's No. 88 Chevrolet, with Mr. H (Rick Hendrick), Ms. Linda, and the Hendrick engine shop providing technical support. The partnership leverages the Hendrick network's automotive expertise.
• ChevroletprimaryTechnology or IntegrationChevrolet provides factory support as the vehicle manufacturer for all JR Motorsports entries. The partnership includes engineering support, parts, and the Chevrolet badge on all race cars, with the manufacturer earning recognition for JRM's victories.
• Allstate Peterbilt GroupcoreGTM or Marketing PartnerAllstate Peterbilt Group sponsors Sammy Smith's No. 8 Chevrolet. The trucking dealership network provides sponsorship activation opportunities alongside their dealer locations.
• Roto-RootercoreGTM or Marketing PartnerRoto-Rooter sponsors Ross Chastain's No. 9 Roto-Rooter Chevrolet at various races including Indianapolis. The plumbing services brand has multiple race entries throughout the season.
• NAPA Auto PartscoreGTM or Marketing PartnerNAPA Auto Parts is a partner appearing on the No. 88 car alongside HendrickCars.com. The auto parts retailer provides brand visibility in the racing paddock and among automotive enthusiasts.
• Jarrett LogisticsminorGTM or Marketing PartnerJarrett, a family-owned 4PL logistics provider headquartered in Orrville, Ohio, sponsors JRM at their Supply Chain Summit events and has sponsored the No. 7 car at Atlanta with the Jarrett Chevrolet scheme.
• KOA (Kampgrounds of America)minorGTM or Marketing PartnerKOA, the largest network of campgrounds in North America, sponsors the No. 88 car and provides camping and outdoor lifestyle brand association for JR Motorsports.
• Arby'sminorGTM or Marketing PartnerArby's restaurant chain sponsors Sammy Smith's No. 8 Chevrolet. The fast food brand brings consumer brand recognition and potential promotional activations to the team.

Scale indicators6 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Richard Childress Racing: Long-established Chevrolet-aligned NASCAR team running both Xfinity and Cup Series entries. Comparable to JRM as a multi-series Chevrolet operator with a deep historical sponsor base and a similarly layered driver development ecosystem.
• Kaulig Racing: NASCAR team that competes in both the Xfinity and Cup Series with Chevrolet entries, similar in structure to JRM's multi-car Xfinity operation with a Cup expansion. Comparable in scale, sponsor mix, and stage of organizational growth.
• RSS Racing: Multi-car Xfinity Series team that competes in the same NASCAR O'Reilly Auto Parts Series as JRM. Comparable as a smaller, sponsor-driven Xfinity entrant that competes for the same sponsorship dollars and driver development talent.
• Joe Gibbs Racing: One of NASCAR's premier multi-team operations, fielding full-time entries in both the Cup Series and Xfinity Series. Directly comparable to JRM as a Chevrolet/Toyota-aligned team owner with deep sponsor relationships, a driver development pipeline, and multiple championships.
• SS-Green Light Racing: NASCAR Xfinity Series team fielding multiple Chevrolet entries, comparable to JRM at a smaller scale within the same series. Operates with a similar sponsorship- and development-led model.
• DGM Racing: Long-running Xfinity Series team that competes in the same NASCAR O'Reilly Auto Parts Series as JRM. Comparable as a multi-car Xfinity operator built around sponsor partnerships and driver development.

Broad incumbents

• Hendrick Motorsports: 14-time NASCAR Cup Series champions and JRM's co-owner partner. Comparable as the dominant Chevrolet Cup operation that supplies engineering and chassis support to JRM, and as the broader incumbent in the same NASCAR ecosystem.
• Team Penske: One of the largest and most successful multi-series motorsports operators in NASCAR, with full-time Cup and Xfinity entries. Directly comparable in operating model — multi-car Xfinity plus Cup presence — though at substantially larger scale and with Ford manufacturer support.

Emerging players

• Trackhouse Racing: Project 91-style NASCAR Cup team that operates with a modern, marketing-driven sponsorship model. Comparable to JRM as a contemporary NASCAR organization that leverages brand storytelling and high-profile sponsorships to drive commercial value.
• Spire Motorsports: Cup and Xfinity Series team with Chevrolet support. Comparable to JRM as a Chevrolet-aligned operation that has recently expanded across NASCAR's national series, including developing drivers like Rajah Caruth prior to his move to JRM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/axaltaracing
• Facebookfacebook.com/jr-motorsports-35199675946
• LinkedInlinkedin.com/company/jr-motorsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JR Motorsports