Dale Earnhardt Jr., Kevin Harvick, Jeff Burton, and Justin Marks took a big swing when they bought the CARS Tour in 2023, grabbing a series with deep roots in short-track racing and a loyal fanbase. It wasn’t just a nostalgia play; the Tour’s a proven driver pipeline, churning out talent for NASCAR’s bigger stages. Dale Jr.’s been vocal about keeping it real, saying at Florence, “We love the grassroots connection… the vibe and energy that you get at a racetrack like Florence.”

The ownership’s goal isn’t to go all-in on glitzy venues but to boost purses, snag better sponsors, and make the fan experience pop while staying true to late-model racing’s heart. The FloRacing deal was a game-changer.

Since 2023, every CARS Tour race streams live, pulling in fans beyond the Southeast. In 2025, t

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