In a major shift for NASCAR, Chase Elliott loses NASCAR merchandise sales crown as Kyle Larson becomes the new leader in fan merchandise purchases for the 2025 season, according to reports released midyear. This change, highlighting a new era in driver-fan engagement, breaks Elliott’s impressive streak as the sport’s top seller and signals how off-track branding now plays a bigger role alongside race day results.
Kyle Larson Surpasses Elliott in Merchandise Sales
Chase Elliott had dominated NASCAR merchandise sales for several years, earning the title of fan favorite with consistently strong numbers in shirts, hats, and collectibles. His long-standing popularity had set the standard among drivers and teams, reinforcing his reputation as the sport’s most admired driver over a seven-year stretch.
However, by midway through the 2025 NASCAR season, Adam Stern of the Sports Business Journal confirmed that Kyle Larson overtook Elliott as the top-selling driver in NASCAR merchandise. For the first time in years, Elliott dropped from the leading spot, marking a significant shakeup in the sport’s fanbase loyalties.
Factors Behind Larson’s Rising Popularity
Larson’s success on the track has helped propel his rising merchandise figures. With strong race results and a reputation as a true championship contender, his dominance energizes his following and boosts sales. As is often the case, on-track performance translates directly to increased interest in team apparel and collectibles.
Unlike many other NASCAR Cup Series drivers, Kyle Larson participates in a wide variety of racing disciplines, from sprint cars to regional dirt tracks, attracting a broad range of motorsport fans. This versatility has helped expand his appeal well beyond standard NASCAR circles, allowing him to grow a multisegment fanbase.
Innovative Merchandise Campaigns and Digital Engagement
A crucial element to Larson’s surge involves his team’s approach to merchandise. They introduced exclusive collections and limited edition items that resonated with fans, while an expansive online store features a variety of apparel and collectibles. These offerings created excitement and cater to collectors and casual buyers alike, elevating Larson’s merchandise lineup beyond standard fare.
The team’s savvy use of social media played an equally important role. Their strategic digital campaigns, including exclusive online product drops and interactive events, have built strong direct relationships with fans. These innovative activations have proven more effective and dynamic than Chase Elliott’s traditional methods, further driving Larson’s sales growth.
The Changing Landscape of NASCAR’s Fan Connections
This ongoing rivalry reflects a broader evolution in the sport itself. Where once driver popularity stemmed mainly from track performance, today NASCAR encourages individuals to build compelling brands and use digital tools to reach fans directly. Larson has responded to this new environment with agility, leveraging both performance and personality to connect with supporters.
Though Chase Elliott remains a prominent figure with devoted followers, the shift so far this season shows that today’s top spot requires a blend of racing results and creative engagement strategies. With months left in the 2025 season, the competition continues, but for now, Larson exemplifies what it takes to win over fans both at the track and online.
If this trend carries on, it could reshape how drivers, teams, and organizations like NASCAR itself think about fan outreach, brand building, and measuring a competitor’s true influence in the sport. Observers and industry experts, such as Adam Stern and Peter Casey, will undoubtedly keep watching the rivalry, as the race for fans’ hearts and wallets remains more dynamic than ever.
