Where Is Will Ferrell's 'Talladega Nights' Character Now?

Will Ferrell's longtime collaborator Adam McKay has revealed what happened to Ferrell's Talladega Nights character Ricky Bobby as part of a "Where are they now" series devoted to fictional athletes.

Unfortunately, it was all downhill for Bobby after his footrace to the finish in the Talladega 500, McKay writes in Sports Illustrated. Bobby suffered a series of downgrades in sponsors, going from driving the Coke car to the Herbal Essences car to the Bear Stearns car.

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But it was his tribute to catch-can man Alfred Ah, after a top-five finish at the Atlanta Motor Speedway, that brought Bobby's racing career to an end.

Bobby yelled, "I want to give a huge thank you to Al Ah! Those that don’t recognize Al Ah are my enemy!!"

The crowd booed.

And now Bobby and his friend Cal Naughton Jr. run RB's Smoke and Toke shop in Keneshaw, Ky., where they sell "quality water pipes and vaporizers," for use with tobacco products.

McKay and Ferrell run Gary Sanchez Productions and co-wrote Talladega Nights, Step Brothers and both Anchorman films.