Due to sponsorship obligations with Unilever and their Hellmann's Mayonnaise brand, Dale Earnhardt Jr. ran the #88 car at the 2010 season opener at Daytona and Danica Patrick ran the #7 car with her sponsor GoDaddy.com, forcing Bires to sit out. In his debut at Fontana, he did have a seventh-place finish. Even more curious than his missing Daytona was when Bires was removed from the #88 car in favor of Cup driver Jamie McMurray after only five races run, with only one finish below 17th (a crash at Las Vegas). Earnhardt Jr. cited chemistry issues between Bires, JR Motorsports management, and the team including Tony Eury, Sr. and Jr., and implied that Bires was taking a seat from "the next Brad , the next Jeff Gordon." Prior to Brad Keselowski, the team had also hastily released Mark McFarland in 2006 after 21 races and Shane Huffman in 2007 after 18 races. Bires returned to the Braun Racing #10 at Richmond, where he finished 11th, then ran races for Baker-Curb Racing, Team Rensi Motorsports, and RAB Racing.