Kyle Larson leads NASCAR merchandise sales 2025 season, pulling ahead of his Hendrick Motorsports teammate Chase Elliott as the top-selling driver at the halfway mark. NASCAR Holdings released a top 15 ranking during the tripleheader at Nashville Superspeedway, further highlighting Larson’s surging popularity among motorsport fans as the regular season progresses.
Key Drivers Dominate Merchandise Leaderboard
As of the midpoint in the season, the NASCAR brand itself secured the highest overall merchandise sales spot, but among individual drivers, Kyle Larson claimed the top position. Chase Elliott—who has held the title of NASCAR’s most popular driver for seven straight years—came in second, followed by Kyle Busch, Ross Chastain, and Ryan Blaney. The Earnhardt family continues to maintain a loyal following, with Dale Earnhardt Jr. and regular Xfinity Series driver Justin Allgaier making the list after Allgaier participated in JR Motorsports’ Cup Series debut at the Daytona 500 earlier this year.
Larson’s Growing Popularity and Recent History
Kyle Larson’s rise in popularity reflects his growing success in the Cup Series and high-profile appearances in marquee events like the Indy 500. In 2023 and 2024, the NASCAR brand and Elliott consistently held top spots in merchandise rankings, with Larson steadily climbing into a stronger position. As of this season, Larson has moved from third to first place among driver-specific sales, marking a shift in fan preference.
Trackside Sales Surge and Special Merchandise Boost Engagement
NASCAR informed SBJ that trackside merchandise sales during the recent Coca-Cola 600 were the highest since 2010. Exclusive products such as limited-edition numbered hats, collectible diecast models, and special event merchandise for the Coke 600 fueled this surge. Larson’s participation in both the Indy 500 and the Coca-Cola 600—dubbed the “Larson Double”—helped drive special merchandise interest, amplified by collaborations involving Dale Earnhardt Jr. with partners Budweiser and MLB. Hendrick Motorsports also introduced unique “Hendrick 1,100” memorabilia to mark Larson’s ambitious push to compete in both the 600- and 500-mile races.
NASCAR’s Digital Engagement Continues to Climb
NASCAR’s Daytona Beach headquarters also reported a 16% increase in social media engagement year over year during the Coca-Cola 600 weekend. The day of the big race saw a 6% rise in visits to NASCAR’s digital platforms, topping 2.4 million. Meanwhile, the organization’s presence on the Roblox gaming platform has surpassed 100 million visits in just 100 days, reflecting expanding fan engagement beyond the track as the 2025 season unfolds.
Significance for Drivers and the NASCAR Community
Kyle Larson’s emergence as the leading driver in merchandise sales this season signals a shift in NASCAR’s fan landscape, with interest growing in both established figures like Chase Elliott and new leaders such as Larson. As special events, collaborations, and digital platforms draw ever-larger audiences, the sport’s merchandising power continues to evolve, promising more competition and excitement among its top names as the season moves toward its conclusion.
