Earnhardt's Daughter Negotiating Her Way Into NASCAR History

Not only is Kelley Earnhardt Elledge a great big sister, she is proving to be a sharp business woman whose own star is just beginning to rise.

As if successfully negotiating on behalf of NASCAR's hottest free agent for a spot on NASCAR's hottest team wasn't enough of an accomplishment for one season, now she's gone and made sports marketing history with a merchandising deal:

Merchandise bearing Dale Earnhardt Jr.'s future sponsor, Mountain Dew Amp, and car No. 88 have hit the market within the past month, thanks to a groundbreaking agreement he reached with his departing sponsor Anheuser-Busch.

Veterans of the NASCAR licensing industry say they can't remember a future sponsor selling merchandise while the driver remained under contract with his old sponsor.

Right on, sister. Move over, Teresa, there's a new Earnhardt matriarch in town, whether under DEI's roof or not.

My #8 Bud camo hat's off to her. Hmmmmph. That's my current favorite hat. And I only have another week and a half to fully enjoy it. I think it's going to be a long while before I find a Mountain Dew AMP replacement that has favorite potential, but I'm gonna give it a shot. Soon. Hmmmm. I've been favoring green lately ... is my subconscious already helping me make the sponsor loyalty transition?