Dale Earnhardt Sr.'s Impact

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The NASCAR nation is exploding, and demand for Nascar memorabilia relating to the races is huge. Who do we have to thank for kick starting this rapidly expanding market? No. 3, Dale Earnhardt Senior, of course. For fans, Earnhardt is quickly becoming a nearly cult-like figure. He has inspired fans to make pilgrimages ("the Dale trail,") to make art (the Carvers, an Ohio couple, chainsawed a dead tree with the likeness of the deceased racer, which has become a popular tourist destination and shrine) and to make the most of their lives. Southern writer Sharyn McCrumb recently released a best-selling book called St. Dale, in which Earnhardt is portrayed as a secular saint.

The enduring popularity of #3, five years after Earnhardt's tragic death on the Daytona track, is unprecedented. Earnhardt memorabilia is popular year round, retailers claim. But before the big race, ebay saw 619 pages of Earnhardt memorabilia. Obviously, autographed sports memorabilia is in very short supply, but the only cap on modern Nascar memorabilia is the imagination. Fans attending NASCAR races are often greeted by three trailers full of exclusive Earnhardt memorabilia. A new, limited edition tool box retails for $1,600. Aside from the classic items like Dale Earnhardt Sr. accessories and Dale Earnhardt Sr photos, fans can show their solidarity with decals, folding knives, TV tray tables, Tiffany lamps, clocks, figurines, diecast cars and even navel rings.

Retailers describe Earnhardt memorabilia as "an emotional purchase" for fans. Analysts ascribe the phenomenal nature of the trend to a set of factors-Earnhardt was incredibly popular, having won a total seven NASCAR Cup championships. He died in a dramatic, high-profile way during a nationally televised event which explains the popularity of Dale Earnhardt auto accessories. Additionally, the popularity of NASCAR itself seems to be boundless.

Earnhardt himself was an amazing driver. But he also revolutionized the marketing and sports memorabilia side of NASCAR. Back in the 1980's, when NASCAR was still the domain of gear head fanatics and their kids, Dale trademarked his signature and took control of his likeness. Today, NASCAR is a $2 billion retail industry, which explains how Earnhardt made his way to No. 15 on Forbes' Wealthiest Dead Celebrities list. And while new fans may not be able to see No. 3 ride for themselves, they can still watch his son, Dale Earnhardt Jr., try to win the race that took his father's life. And as the sea of waving No. 3 pennants attests to, Dale Earnhardt Sr. is not forgotten by his fans.