Kyle Larson has emerged as the top driver in NASCAR merchandise sales halfway through the 2025 regular season, signaling his rising popularity in the sport. This development comes as the NASCAR Cup Series conducts a tripleheader at Nashville Superspeedway, featuring the 14th of 26 points races. Larson’s merchandise success highlights his growing standing alongside teammate Chase Elliott, who has long been a fan favorite in NASCAR.
Midseason Merchandise Rankings Showcase Driver Popularity
NASCAR Holdings released a midseason ranking for merchandise sales, with the NASCAR brand itself securing the No. 1 spot overall. Larson leads all drivers in merchandise sales, followed closely by Chase Elliott, who has won NASCAR’s most popular driver award for seven consecutive years. After Larson and Elliott, Kyle Busch occupies third place, with Ross Chastain and Ryan Blaney rounding out the top five. The Earnhardt family, along with Justin Allgaier—who recently made his Cup Series debut with JR Motorsports at the Daytona 500—also appeared on the list, maintaining their strong fan support.
Larson’s Rise Reflects Improved Performance and High-Profile Appearances
In recent years, Kyle Larson’s reputation has surged as he continues to deliver strong results in the Cup Series and gains additional attention through notable performances in the Indianapolis 500. His ascent in merchandise sales parallels this success. Last year, Elliott ranked No. 1 in merchandise sales, Larson was third, and the NASCAR brand held the No. 2 position. In 2023, the NASCAR brand ranked No. 1, Elliott No. 2, and Larson No. 3, indicating Larson’s steady climb toward the top spot in 2025.
Event-Specific Merchandise Boosts Sales Amid Growing Fan Engagement
Recent events have contributed to record merchandise sales, particularly at the Coca-Cola 600 held last weekend. Trackside sales reached their highest levels since 2010, fueled by limited-edition hats and collectible diecast models associated with the event and Larson’s “Double” participation in both the Indy 500 and Coca-Cola 600. Collaborations with Dale Earnhardt Jr., Budweiser, and MLB also added special appeal. Hendrick Motorsports offered exclusive “Hendrick 1,100” merchandise to celebrate Larson’s attempt at completing both 600- and 500-mile races in the same season.
NASCAR reported significant gains in digital engagement during the Coca-Cola 600 weekend, with social media interactions rising 16% year over year, and visits to its digital properties increasing 6% on race day to 2.4 million. Additionally, NASCAR’s game on the Roblox platform continues its success, surpassing 100 million visits within its first 100 days.
Merchandise Sales as an Indicator of Future Popularity and Influence
Kyle Larson’s top position in NASCAR merchandise sales during the 2025 season not only underscores his current popularity but also signals potential shifts in fan allegiance within the NASCAR community. As he continues to outperform rivals like Chase Elliott and participate in high-profile races, Larson’s influence on merchandise and fan engagement is likely to grow. This trend could shape sponsorship opportunities and marketing strategies for teams and NASCAR Holdings throughout the remainder of the season and beyond.
