Kyle Larson has surpassed prominent NASCAR competitors Chase Elliott and Kyle Busch in merchandise sales during 2025, according to recent data. This marks a notable shift from 2024, when Elliott led total sales and Larson ranked third, highlighting a change in driver popularity this season.
The rankings were released by NASCAR Holdings through Sports Business Journal, showing Larson, driver of the No. 5 car for Hendrick Motorsports, closing the gap on his teammate Elliott. The NASCAR brand itself remains the top seller overall, but Larson is now the highest-ranked driver in merchandise sales, followed by Elliott and Busch.
Factors Behind Larson’s Rising Popularity
Larson’s current dominance in merchandise sales seems closely tied to his strong on-track performances in 2025, including impressive wins at Bristol and Homestead. These victories have boosted his fan base and visibility within the sport.
The 32-year-old gained additional attention last month with a rare attempt at the ‘Double’—competing in both the Indianapolis 500 and the Coca-Cola 600 on the same day. Although Larson did not complete the full 1,100 miles required to earn the accolade, the effort resonated well with NASCAR fans, reinforcing his appeal.
Beyond Larson and his closest rivals, NASCAR’s merchandise sales list also includes legends such as Dale Earnhardt Jr. and Sr., who placed eighth and tenth, respectively. Their positions were interrupted by Justin Allgaier, the sole representative from the NASCAR Xfinity Series in the top 15 sellers.
Complete List of Top NASCAR Merchandise Sellers in 2025
The current standings for NASCAR merchandise sales this year are as follows:
- NASCAR Brand
- Kyle Larson
- Chase Elliott
- Kyle Busch
- Ross Chastain
- Ryan Blaney
- Joey Logano
- Dale Earnhardt Jr.
- Justin Allgaier
- Dale Earnhardt Sr.
- William Byron
- Daniel Suarez
- Christopher Bell
- Denny Hamlin
- Tyler Reddick
Looking Ahead: The Impact of Merchandise Sales on NASCAR Drivers
Kyle Larson’s position as the leading merchandise seller in 2025 not only reflects his growing influence in NASCAR but also suggests a shifting dynamic in fan engagement across the sport. Merchandise revenue can strongly impact drivers’ marketability and sponsorship opportunities, making Larson’s rise particularly significant.
As the season progresses, the competition for fan support and merchandise sales among drivers like Elliott and Busch is expected to intensify, with race outcomes and off-track activities continuing to shape their popularity. Monitoring these trends will provide insight into which drivers build the strongest connections with the NASCAR audience in coming months.
