DALE EARNHARDT JR.’s companies are restructuring as part of the retirement of veteran JR Motorsports SVP JOE MATTES, in a move that will elevate longtime brand exec TONY MAYHOFF’s role with the NASCAR HOFer. Mattes has worked in NASCAR since 1995 and is regarded as one of the foremost merchandise licensing experts in the sport. He is moving from being the top business exec at Earnhardt’s NASCAR team, JR Motorsports, to now being a consultant for JRM. Mayhoff has been with Earnhardt in various roles since 2014. Most recently he had been VP/Strategy & Development and Head of Brand Partnerships for Dale Earnhardt Jr. Management, the umbrella company that owns all his businesses including JRM, Dirty Mo Media, Whisky River restaurants and his charitable foundation, among other endeavors. Now, Mayhoff becomes SVP & Chief Commercial Officer of both companies, a structural shift that ideally will lead to better collaboration across the ventures and partners. Still in place is KELLEY EARNHARDT MILLER, the co-owner and CEO of JRM and the sister of Earnhardt. Mayhoff reports to her, and they are essentially his in-house agents, alongside Dirty Mo Media President & Exec Dir MIKE DAVIS. Earnhardt also still works with WME, which helps him find business deals. Earnhardt’s various business partners and sponsors include NBCUniversal, Xfinity, Sugarlands Distilling Co., Chevrolet, Keurig Dr Pepper brand SunDrop, UniLever, Ally, Bojangles, iRacing and Nationwide.
