Axalta Coating Systems announced that it has struck an agreement with Dale Earnhardt Jr. to become the primary sponsor of his digital platform. The agreement is a multi-year partnership and will encompass his official home page, DaleJr.com; his company’s homepage, JRMracing.com; his podcast network, Dirty Mo Radio; and all videos, including the popular weekly series JRM 360.

JR Motorsports platforms will also feature Axalta-related content. Axalta will be the primary presenter of the Dirty Mo Radio podcast Listorically Speaking, which uses fan polling and lists to determine the most memorable moments in Earnhardt Jr.’s racing career. Axalta will also offer exclusive content to its social media followers such as inside videos and imagery.

“I’m very grateful for the close-working relationship I have with Axalta, both as a sponsor of my No. 88 Hendrick Motorsports team and also with this new digital content endeavor,” said Earnhardt Jr., co-owner of JR Motorsports. “We spent the off-season upgrading our entire program and, with Axalta’s support, we are going to deliver for fans better than we ever have before. This is going to be a great year.”

William Sturgill, Axalta racing director, added, “We’re excited to grow our relationship with Dale Jr., NASCAR fans’ favorite driver, both on the racetrack and online. Fans of Dale and Axalta will love the exclusive content that this partnership will bring them. JR Motorsports is working hard to bring fun and exciting digital media to racing fans, and we look forward to being a part of that.”

Earnhardt Jr. has won 26 races, including two Daytona 500s, in a NASCAR Sprint Cup Series career that is now in its 18th season. He is a 13-time winner of NASCAR’s Most Popular Driver award as voted by the fans. On March 14th, it was announced that Earnhardt Jr. is a finalist for Sports Business Journal’s 2016 Sports Business Awards for the category of “Best in Sports Social Media.”