Bojangles Secures Naming Rights To Earnhardt's Jr.'s Media Space

MOORESVILLE, NC — The Mooresville space where 26-time NASCAR Cup Series champion Dale Earnhardt, Jr., produces digital and audio material, including his popular podcast, will take on a familiar ring after Bojangles announced a new partnership with Earnhardt.

The Bojangles Studio will now be the home for Earnhardt’s “The Dale Jr. Download” podcast as well as the former racing champion’s “Door Bumper Clear” industry insider show, the company announced on Tuesday.

Bojangles secured naming rights to the studio where Earnhardt’s Dirty Mo Media Company produces content, according to a news release announcing the partnership. Earnhardt and the popular fast-food chain teamed up last year and have collaborated on a number of promotional efforts since then.

“When Dale helped us kick off our brand relaunch last year, it really took Bojangles to another level,” Jackie Woodward, Bojangles’ chief brand and marketing officer, said in a news release Tuesday.

“As we have worked together to craft a partnership that’s meaningful to our customers and Dale’s fans, we discovered how important his podcast platform is in bringing the community together through thoughtful conversations. In those discussions, Dale’s team created an opportunity for Bojangles to be part of the conversation by naming the studio the Bojangles Studio. We said ‘yes’!”

The new studio space will include a brightly branded Bojangles neon sign, Bojangles decals on the windows and food and beverages from the Southern staple for employees and guests who use the space.

“For what we are building at Dirty Mo Media and what Bojangles represents as a booming restaurant franchise, this is a perfect fit and an essential partnership for continued growth,” Earnhardt said in the release. “Both of our businesses thrive on the relationships we have with our customers.”

In its ninth year of production, Earnhardt’s podcast connects racing’s past, present and future with guests, commentary and thoughtful conversation, according to the news release. This week, The Download completed its 357th episode, in which Earnhardt used much of the time unpacking and discussing his weekend return to the driver’s seat at Richmond Raceway.

In addition to the Bojangles Studio naming rights, the partnership will include additional promotional efforts from Earnhardt as Bojangles continues its marketing efforts since launching rebranding initiative last year. Recent initiatives have included the launch of its new hand-breaded Bo’s Chicken Sandwich, an aggressive foray into signing Name, Image and Likeness deals with more than 70 college athletes, and an all-new Bojangles App, the release said.

“There is no denying Dale Jr.’s identity is built and fortified on racing,” Mike Davis, founder and executive producer of Dirty Mo Media said in a statement issued Tuesday. “But I would also assert there has been no better vehicle in a post-racing life for Dale to consistently and effectively connect with fans than the microphone. Dirty Mo Media has contributed to this, and well-aligned partners like Bojangles have accelerated it.”