FanHouse Kelley Earnhardt Elledge

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?

Dale Earnhardt Jr. wasn't the only one to breathe a sign of relief yesterday. His sister, Kelley Earnhardt Elledge, probably slept a little easier Tuesday night than she has in the past month, or maybe even this season.

In her Infield Parking blog post Tuesday, she wrote:

"Today is a monumental day for Dale and myself along with all of our employees at JR Motorsports. We are so relieved to have this decision behind us and announce that in 2008, Dale will drive for Rick Hendrick and Hendrick Motorsports. Rick is an outstanding person and has been a friend to us for a long time. I haven't seen Dale smile so much in a while. I was just reviewing pictures on the internet of the press conference and I can see the pure joy on his face during the whole thing."

She expressed her appreciation of the fans' support and sent a message to those wavering in their support:

"I know there are people on the fence of whether to support dale or not, but remember the reasons you like Dale and stay true to those reasons. If you like his for his person, then you will continue to like him because that's not going to change. If you liked him because he drove for DEI, then continue to support DEI, it's OK....we want you to support Dale for his authenticity and the fact he's real. What you see is what you get. If you are oK with that, we are ok with that.

"Of course, there are those that will choose their own direction and have negative things to say and that's OK too...its America and we are all entitled to our opinion. Just be true to yourself. The sport needs all of the fans whether they are Jimmy Johnson fans, Kurt Busch fans or Tony Stewart fans...it takes us all. Differences and opinions are what makes the world turn.

"For those of you that continue to support Dale Jr, thank you from the bottom of my heart. I'm sure that he will continue to give you what you are looking for in his honesty and integrity and definitely something to cheer for on the race track. I'm looking forward to a fun ride for many years to come."

For sure there have been plenty with negative things to say. Many of you here in The Fanhouse. Know what? DEI can have you. The rest of us are moving on.

Here's why:

His sister calls it pure joy. I call it giddiness. If you can't get with it, he don't need ya.

This morning, Dale Earnhardt Jr. became the most eligible free agent in the history NASCAR--or so we all assume.

Junior and his sister, Kelley a.k.a. "The Negotiator," did everything they could to make it work with DEI, but at the end of the day, the two parties weren't even close in terms of what Junior is worth to the company as a driver.

Now Junior is about to find out what he's worth to others and willing to listen to anyone that has something to offer. And by something, he doesn't mean money.

What he requires: a long-term situation, a chance to win championships and an opportunity to grow JR Motorsports.

What he wants: to drive a Chevy.

Junior's options, in order of his preference:

Let the bidding war commence.

ESPN.com is reporting that Dale Earnhardt Inc. has offered Dale Earnhardt Jr. 51% of the family business.

Angelique Chengelis [video] has spoken to Max Siegel who says that Dale Earnhardt Jr. has been invited to be a business partner in Dale Earnhardt Inc., which implies ownership.

Not so fast, says Junior, who denied that the offer had been made.

"No, I can't [confirm]. If that was the case, I'd know about it.

But he did say progress was being made.

"Things were better yesterday than the day before and over the last couple of weeks. We're just moving along with the negotiations."

And if the 51% offer is made?

"I don't want to get hypothetical. That's a long ways down the road. We've still got some things in the contract to work out."

I assume he means things like putting a board of directors in place and deciding who's going to do what.

Fair enough. But enough with the drama! Tell us when the damn deal is done!

Oh ... and about that new DEI Entertainment Division ... Cool. But right now? I have to echo Shawn Courchesne's sentiments:

"Hey Max, how about before building DEI into Hollywood, North Carolina, you focus on another project, like keeping the namesake driver of your company in your racecars."

Indeed. And how about getting the cars competitive.

Does everybody still remember DEI has two other drivers?

Update: Kelley Earnhardt Elledge confirms that no deal has been offered:

"All conversations have been between Max and myself in the past few weeks discussing various ideas and alternatives understanding that Teresa is not willing to give up 51% of DEI for nothing."

For nothing, huh? That basically means they're nowhere.

I feel a break up coming on.

"Boorish, pig-headed, stubborn to the point of foolishness - all things that have described Jimmy Spencer in the past." FastMachines, 2004

Some things never change.

Today on "Raceday," host / analyst Jimmy Spencer--sometimes known as the true stupid idiot of NASCAR--basically called Dale Earnhardt Jr.'s sister an egomaniac.

One, because she kept the Earnhardt name when she got married, and two, because she's playing hard ball on negotiating Earnhardt Jr.'s contract with DEI.

Is he kidding?

The daughter of the late legend Dale Earnhardt wears many a hat.

She's a wife, to crew chief Jimmy Elledge, and a mother, to Karsyn and Kennedy.

She's a patient, still recovering from a surgical operation removing a growth from her pancreas last month.

She is her brother's business partner, advisor and confidant.

Kelley Earnhardt Elledge is also playing one of the biggest roles of her life right now as chief negotiator for NASCAR's most popular driver in this season's face-off between Dale Earnhardt Jr. and Dale Earnhardt Inc.

She has quietly become one of NASCAR's most powerful women and she's going head-to-head with another--also an Earnhardt--who just happens to be her stepmother.

Well, almost head-to-head. Teresa Earnhardt has a go-between to do the negotiating on behalf DEI. I imagine that having Max Siegel around is good for family relations.

The Kids Have Spoken

What's at stake is their father's legacy. This time, Kelley isn't negotiating just on behalf of Junior, but also herself. She didn't spare her thoughts Tuesday when she reiterated that they want control of what their late father's company because they're not satisfied with the way it's going:

While Dale Earnhardt Jr.'s future at DEI hangs in the balance, he continues to wheel and deal on behalf of his own company, JR Motorsports.

Last week, Junior's company announced a partnership with Double A... honk honk MCO.

The world's largest chain of transmission specialists will now serve as an associate sponsor on the #88 team, which is in its second season in the NASCAR Busch Series with the U.S. Navy and driver Shane Huffman, and the primary sponsor of an additional car, the #83 AAMCO Chevrolet, which will run the June 2 and Sept. 1 Busch Series events at Dover International Speedway and California Speedway respectively.

Additionally, as part of an extended deal, AAMCO will be the primary sponsor on the #40 Chevrolet Silverado operated by Key Motorsports, which will be piloted by Huffman in the Truck Series events at Lowe's Motor Speedway, O'Reilly Raceway Park and New Hampshire International Speedway.

JRM General Manager, Kelley Earnhardt Elledge, said, "Everyone at JR Motorsports is pleased to have such a well-respected company partner with us for the 2007 season. We look forward to building a strong relationship with AAMCO."

They also look forward to strengthening their relationship with DEI, before taking over.