If there’s one name that’s synonymous with Bristol Motor Speedway, it’s Dale Earnhardt Jr. The excitement and nostalgia at the Last Great Coliseum resonate deeply with the racing legend, who has both a personal and professional connection to the track.

“The Bristol night race was always at the top of my list. It was a ‘wow’ moment, a race I always hoped to attend,” Earnhardt shared. “I often found myself here, witnessing my dad race and watching him compete with the old Busch cars back in the 80s.

Earnhardt said Bristol has changed over the years, “but it’s still got that same vibe and same electric feel.”

“Bristol is special and unique. There’s no place quite like it, either on the circuit or maybe even in the country,” he noted. “Experiencing Bristol firsthand is unmatched—nothing else compares.”

It was Dale Earnhardt Jr. who coined the iconic “It’s Bristol, Baby” phrase following his night race win in 2004.

“The best drivers win here; it’s about being hard, aggressive, and talented,” he said. “Winning felt incredible, and I’m glad that sentiment has become part of what sets this track apart in promotion and marketing strategies.”

Now, he’s out of the driver’s seat, owning JR Motorsports, which fields four teams in the Xfinity Series.

“Owning a team brings different rewards; it’s about the long-term vision,” he explained. “Ensuring the livelihoods of those in the business takes precedence, whereas wins are somewhat secondary from an owner’s perspective.”

Earnhardt’s team also includes Connor Zilisch, the current Xfinity Series points leader.

“Conner Zilisch is a generational talent,” Earnhardt expressed. “The sport always requires fresh, vibrant personalities. While we have great ones now, others will eventually emerge. I believe he can significantly impact NASCAR, connecting with fans and steering our sport in exciting new directions.”

Being the owner also allows him to mentor the drivers in his organization.

“In the driver’s seat, you’re in control, and you have your own destiny in your hands. As the owner, you’re watching someone else do what you hope they’ll decide to do and make decisions you hope they’ll make a certain way,” Earnhardt said. “And you try to give them insight and direction and detail about how to drive a certain track.”

This weekend, he’s hoping to end up back in victory lane with his drivers.

“I hope we get another win in the Xfinity series. I’m here today to sit on the pit box, and hopefully we’re going to go to victory lane and go up the ramp for another win. We’re gearing up for the run for the championship. And hopefully we’ll have some success there,” he said. “But we’re also looking at setting a new record in race wins for our organization. I think Joe Gibbs has that record at 19 or 20 wins. So that’s an opportunity for us as well.”

But another thing that’s just as good as being in victory lane is meeting the fans who keep NASCAR going.

“I enjoy meeting the fans and seeing their reaction and seeing how they feel about our sport and where they feel like our sport’s going. And I love kind of being in that conversation a little bit and just understanding really, the pulse of the fan base and what they’re thinking,” he said.

The Food City 300 gets underway Friday night with JR Motorsports driver Justin Allgaier on the pole.