Dale Earnhardt, Inc. (Johnsonverse)

Dale Earnhardt, Inc. (DEI) is a race team founded by Dale Earnhardt and his wife, Teresa Earnhardt, to compete in the NASCAR series, the highest level of competition for professional stock car racing in the United States. From 1998 to 2009 and again since 2016, the company has operated as a NASCAR-related organization in Mooresville, North Carolina, United States. Earnhardt was a seven-time Winston Cup champion. He died in a crash on the final lap of the 2001 Daytona 500. Despite his ownership of the DEI racing team, Earnhardt never drove for his team in the Winston Cup (now Panasonic Cup); instead, he raced for his long-time mentor and backer Richard Childress at RCR. In the late-2000s, DEI suffered critical financial difficulties after drivers Dale Earnhardt Jr., and sponsors Anheuser-Busch, National Automotive Parts Association and United States Army left the team; DEI consequently merged with Chip Ganassi Racing in 2009, moving their equipment into the latter's shop, while the former's closed down. In 2015, after it was found out that Teresa Earnhardt had run a hostile work environment, the team was seized by the IRS and sold to Dale Earnhardt Jr. and his sister Kelley, who restarted its Cup operations for the 2016 season.

DEI celebrates the life and legacy of Earnhardt through an annual celebration of his birthday on April 29, also known as Dale Earnhardt Day. DEI maintains a showroom at the former race shop in Mooresville where fans can purchase memorabilia and other goods. The organization also pursues partnerships which bring tribute to Earnhardt's memory. Notable drivers for DEI have included Dale Earnhardt Jr., Jeffrey Earnhardt, Michael Waltrip, Steve Park, Martin Truex Jr., Mark Martin, John Andretti, Kenny Wallace, Darrell Waltrip, and Aric Almirola.