Uncertainty faces licensing industry with Jr.'s move (cont'd)

Mattes, who at the end of June will become the vice president of licensing for JR Motorsports, said those who believe in the driver will continue to support him no matter the number on his car or colors that come with it.

"He has the most loyal fan base and fans will continue to buy whatever car he's driving," Mattes said. "He truly does care about his fan base. It is not taken lightly and that's something he learned from his dad."

Long after Dale Earnhardt's passing in 2001, the Intimidator's No. 3 is still a top-10 seller today, Mattes said.

So it should come to no surprise that rumors of Earnhardt Jr. driving for his father's former team, Richard Childress Racing, and bringing back the famous No. 3 are swirling.

"I have a great relationship with Richard [Childress], I feel like he has really stepped up his program but I've got to do some soul searching on how I feel about driving the No. 3 car," Earnhardt Jr. said. "With respect to my father, I don't feel very comfortable with that, he built that number ... but I never say never."

Mattes said Dale Jr. will continue to be the industry leader in product sales as long as he continues to be a good racecar driver on the track.

Precisely Earnhardt Jr.'s motivation for leaving his father's company, a company his father intended to leave for his children. However, the driver said he needs to put himself in a position to win championships and continue to put on a good show for his fans.

"DEI will always be a special place for me and my family ... ," Earnhardt Jr. said. "However I am 32 years old, the same age as my father when he made his final and most important career decision, and the time for me to compete on a consistent basis and contend for championships is now. Since that is what I plan to do, I feel strongly that I would have my father's blessing."