For seven straight years through 2024, Chase Elliott held the title of NASCAR’s Most Popular Driver, a recognition that cemented his strong fan base and dominance in NASCAR merchandise sales. However, in the 2025 season, his Hendrick Motorsports teammate Kyle Larson has surged to the forefront, surpassing Elliott in driver-specific merchandise sales. This shift signals a notable challenge to Elliott’s long-standing supremacy in the Chase Elliott NASCAR merchandise sales competition.
Larson’s Rising Popularity Fueled by Indy 500 and Consistent Performance
While Chase Elliott’s results on the stock car track have remained steady, Kyle Larson’s ventures into the Indy 500 have expanded his appeal far beyond NASCAR’s traditional audience. Larson’s decision to tackle the demanding Indy 500 and Coca-Cola 600 double-duty has attracted broader attention, contributing directly to his growing fan base. Despite his newfound top position in merchandise sales, Larson has responded with humility, acknowledging the role his recent racing challenges played in increasing his popularity.
Addressing this surge, Larson said,
Yeah, I mean, I think it’s something that is cool. And I’m just going to be proud of it because Chase Elliott is the man when it comes to fans and merch. But [I have] obviously had a couple of years of double and stuff. I think that’s why the merch stuff. But yeah, either way, it’s cool.
—Kyle Larson, NASCAR Driver
NASCAR Merchandise Sales Trends Highlight Growing Fan Interest
Official data from NASCAR Holdings reveals that although the NASCAR brand continues to dominate total merchandise sales overall, Kyle Larson has overtaken Chase Elliott among individual drivers in 2025. Trailing Larson and Elliott in the top five are Kyle Busch, Ross Chastain, and Ryan Blaney, reflecting a competitive field vying for fan attention.
Merchandise sales during the recent Coca-Cola 600 reached their highest levels since 2010, with fans eagerly purchasing exclusive Hendrick Motorsports 1,100 merchandise celebrating Larson’s ambitious double-race attempt. Limited-edition collectibles such as numbered hats and die-cast models commemorating Larson’s Indy 500-Coke 600 double duty contributed to the sales spike, showcasing how unique events can drive fan engagement.
Larson’s Broader Appeal and Efforts Beyond NASCAR
Larson’s ascent in merchandise sales is not solely due to his participation in the Indy 500. Since returning to NASCAR in 2021, he has captured the attention of younger racing enthusiasts through his Cup Series championship and his dominance in dirt track racing. His involvement extends off the main NASCAR circuit, including co-founding the High Limit Racing series with his brother-in-law, Brad Sweet, where Larson continues to shine in dirt track events during NASCAR’s off-season and midweek shows.
This dedication to varied forms of racing and his bold attempts at challenging double-duty races have significantly raised his profile, turning him into a leading contender in fan popularity. Larson’s progression from third place in merchandise sales in 2023 and 2024 to now holding the top spot demonstrates changing dynamics within NASCAR’s fanbase and the growing importance of driver versatility.
Implications for NASCAR’s Growing Fan Engagement
Kyle Larson’s rise above Chase Elliott in merchandise sales reflects evolving fan interests driven by diverse racing participation and memorable performances. As Larson continues to expand his presence both within NASCAR and in related racing series, his growing popularity may inspire new marketing opportunities and fan engagement strategies. Meanwhile, Chase Elliott’s enduring connection with fans ensures that the competition for NASCAR’s most popular drivers remains intense.
Looking ahead, the NASCAR merchandise sales competition is expected to remain dynamic, with drivers’ performances on and off the track playing a critical role in shaping fan loyalty and support throughout the season.