Recording studio

Bojangles acquires naming rights to digital recording studio from Dale Earnhardt Jr.

Bojangles strengthens its digital portfolio by securing the naming rights to the space in which Dale Earnhardt Jr. and his digital content company, Dirty Mo Media, generate its audio and video programming. As of today, Earnhardt Jr.’s popular podcast, Download The Dale Jr., as well as a trade fair for industry insiders, Clear door bumper, will be recorded at Bojangles Studio.

The deal continues a partnership that began last year when the pair reunited to celebrate the Bojangles brand relaunch, with Earnhardt’s unmistakable voice saying “It’s Bo Time!” in all brand advertisements.

“When Dale helped us launch our brand relaunch last year, it really took Bojangles to another level,” said Jackie Woodward, Head of Brand and Marketing for Bojangles. “As we worked together to create a meaningful partnership for our customers and Dale fans, we discovered how important his podcast platform is in bringing the community together through thoughtful conversations. During these discussions, the Dale team created an opportunity for Bojangles to be part of the conversation by naming the studio Bojangles Studio. We said “yes”! “

Bojangles Studio will feature a brightly colored neon sign, Bojangles decals on the window and, of course, delicious chicken, hot cookies and freshly brewed sweet tea for hosts, team members and guests of Dirty Mo Media.

“For what we are building at Dirty Mo Media and what Bojangles stands for as a thriving restaurant franchise, this is a perfect fit and partnership essential for continued growth,” said Earnhardt. “Our two businesses thrive on the relationships we have with our customers. I am proud to call the Bojangles Studio home to Download The Dale Jr. and all studio shows produced by Dirty Mo Media.

In its ninth year of production, Earnhardt’s podcast connects the past, present and future of racing with dynamic guests, candid commentary and thoughtful conversation. This week, The download completed its 357th episode, in which Earnhardt spent much of his time unpacking and discussing his return from the weekend to the driver’s seat at Richmond Raceway. This unique transparency by a 15-time Most Popular Driver and 2021 NASCAR Hall of Fame Class Member is why The download has grown into motorsport’s most popular podcast. That’s why too – coupled with his successful broadcast commentary for NBC Sports and the completion of his second season of the Peacock docuseries. Lost circuits – Forbes recently declared Earnhardt “NASCAR’s newest media mogul.”

“There is no denying that the identity of Dale Jr. is built and reinforced on the run,” says Mike Davis, founder and executive producer of Dirty Mo Media. “But I would also argue that there hasn’t been a better vehicle in post-race life for Dale to consistently and effectively connect with fans than the microphone. Dirty Mo Media has helped, and well-aligned partners like Bojangles accelerated it.

In addition to the naming rights of Bojangles Studio, the partnership will include additional promotional efforts from Earnhardt as Bojangles continues to scale up its marketing efforts. Recent initiatives include the launch of its new hand-breaded Bo’s Chicken Sandwich, an aggressive foray into signing name, image and likeness agreements with more than 70 varsity athletes and a brand new Bojangles app.

All of Dirty Mo Media’s podcasts are available on major podcast platforms such as Apple, Spotify, Stitcher, and DirtyMoMedia.com.

The news and information presented in this press release has not been corroborated by QSR, Food News Media or Journalistic, Inc.


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