He'll be featured in an ad that will run during business and sports programming. New pitchman for coal: Earnhardt Jr.

NASCAR driver Dale Earnhardt Jr. will be the new face of coal in a television ad touting the fossil fuel as a low-cost solution for power generation.

The American Coalition for Clean Coal Electricity plans to run the ad nationally on sports and business programing starting Tuesday, according to Liz Snyder Bowman, a vice president at HDMK, which represents ACCCE.


“Most people think of me as a race-car driver, but I’m a business owner too,” Earnhardt says in the ad. “And at my company, the cars run on gas but the business runs on electricity. That’s why I’ve been learning about how coal keeps electricity prices down.” He suggests viewers visit AmericasPower.org to learn about “clean coal.”

The ad does not discuss Environmental Protection Agency regulations and makes no political statements.

The television spot is the first in a series of ads and content the ACCCE plans to run, Bowman said.

It is the first NASCAR-oriented ad since the group announced in April its sponsorship of Earnhardt’s NASCAR team, JR Motorsports. The team’s cars sport ACCCE logos, and ACCCE is attending races with Earnhardt and driver Cole Whitt through the fall.