We can't begin to imagine just how much it would mean to NASCAR to have Dale Earnhardt Jr. be relevant again. For CEO Brian France, who has called Junior "the franchise," it's a marketing dream, the sport's equivalent to when the Lakers and Celtics renewed their historic rivalry in the 2008 NBA Finals. The Crown Prince of NASCAR, he of the No. 4 ranking in Forbes' list of sports' biggest earners, being a force on the track instead of just the Most Popular Driver voting (he's won seven straight) leads to bigger attendance, high TV ratings, and ultimately, more advertising dollars.
DEJ.'s Daytona finish could mean dollars for NASCAR - SI.com