Souvenir makers hopeful Junior's decision comes in summer

Dale Earnhardt Jr. hasn't set a timetable for his eventual move to another Nextel Cup organization. But the people tasked with preparing merchandise, collectables and apparel in his new team colors -- if those colors change at all -- would love to see NASCAR's most popular driver make a decision by mid-summer.

That would give Motorsports Authentics enough time to finalize its design concepts and have Earnhardt's 2008 collection ready to sell when fans and competitors descend on Daytona International Speedway for next year's opening race. Earnhardt will leave Dale Earnhardt Inc. when his contract expires after this season, an impending transition that leaves his car number and primary sponsor -- two things that have become as closely tied with the driver as his last name -- subject to change.

Uncertainty with Jr.'s move from DEI

Experts in the licensing industry aren't sure what will happen with sales following Dale Earnhardt Jr.'s announcement to leave DEI after this season.

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Those are no small details to Motorsports Authentics, the company created in 2005 through a joint venture between racetrack empires International Speedway Corp and Speedway Motorsports Inc., which manufactures die-cast cars, T-shirts, and everything else bearing the likenesses of NASCAR drivers. Earnhardt Jr. is the top seller in the sport, owning more than a quarter of the souvenir and merchandising market.

That means there will be plenty of people looking for Earnhardt merchandise after the move to his new team -- right now, most likely either Richard Childress Racing or Joe Gibbs Racing -- is complete. Ideally, an announcement in the next few months would give Motorsports Authentics the lead time it needs to supply it.

"I'd love to have it done by mid-summer," said Ruth Crowley, president of Motorsports Authentics. "Every year at this time, there are changes, so it's up to us to be flexible with the business and with the teams."

Even Earnhardt is aware of the retail ramifications of his decision. The driver's merchandise sales brought in a reported $20 million annually to DEI, the team founded by his late father and now run by his stepmother Teresa. (Continued)