Kyle Larson, the Hendrick Motorsports driver, has become the leading figure in NASCAR merchandise sales for the 2025 season, even though he faced setbacks during Memorial Day weekend’s Double events at the Indianapolis 500 and Coca-Cola 600. Despite failing to finish both races, Larson’s merchandise popularity remains strong, positioning him ahead of Chase Elliott, a seven-time NASCAR Most Popular Driver Award winner.
Strong On-Track Performance Reinforces Larson’s Rise
At 32 years old, Larson’s growing commercial appeal coincides with his solid performance on the track throughout the season. By the mid-season mark of the NASCAR Cup Series, he has secured three victories, achieved eight top-five finishes, and placed in the top 10 nine times, demonstrating consistent competitiveness despite recent challenges.
Controversy Surrounds Larson’s Comments on Competing in Lower Series
Larson’s off-track remarks following Bristol Motor Speedway drew criticism after he shared his intentions of competing in the Truck, Xfinity, and Cup Series races during the same weekend. On the Harvick Happy Hour podcast, he openly admitted his aim was to “embarrass” the Xfinity Series drivers to push the level of competition higher.
He explained:
“In my head when I pick the races, the triple is not really the reason why I do it. In Xfinity, I do get motivated – and this is going to come across as very cocky – I want to embarrass them honestly. I want to embarrass NASCAR a little bit because they just don’t let Cup guys run anymore. The kids are probably thinking they are in a good spot and they don’t know where the bar is really at. So I like to go and run those Xfinity races and get 10-second leads to let them realise they have got a lot of room to improve and it’s only better for our sport too. When those young guys can compete with Cup guys, they are better suited for the Cup Series when they get there. I want to smash the field when I run Xfinity. That’s motivating me for sure.”
These remarks sparked responses from prominent figures in the sport, including Dale Earnhardt Jr., who expressed reservations about Larson’s phrasing while acknowledging some validity in his points.
“The first thing he said, I didn’t like. He said he wanted to embarrass the field, and he wanted to embarrass NASCAR, and he was not happy that they limit the races the Cup guys can run. The rest of the point he made was valid,”
—Dale Earnhardt Jr.
Significant Merchandise Sales During Coca-Cola 600 Weekend
According to Sports Business Journal, merchandise sales during the Coca-Cola 600 were the highest since 2010, with a notable boost coming from Larson-related products connected to his Double attempt. His commercial success highlights his strong fan engagement despite the weekend’s racing difficulties.
Ranking of NASCAR’s Top Merchandise Sellers for 2025
NASCAR Holdings has detailed the top sellers for the 2025 season, with Kyle Larson leading the list. The full rankings are:
1. Kyle Larson
2. Chase Elliott
3. Kyle Busch
4. Ross Chastain
5. Ryan Blaney
6. Joey Logano
7. Dale Earnhardt Jr.
8. Justin Allgaier
9. Dale Earnhardt Sr.
10. William Byron
11. Daniel Suarez
12. Christopher Bell
13. Denny Hamlin
14. Tyler Reddick
Kyle Larson’s Position Reflects Growing Influence in NASCAR
The continued dominance of Kyle Larson in merchandise sales amid a competitive field and a difficult race weekend emphasizes his expanding influence both on and off the track in 2025. As he maintains strong performance metrics and pursues greater commercial success, Larson’s role as a leading NASCAR figure is expected to strengthen further in the remaining season.
