Kyle Larson leads NASCAR 2025 merchandise sales at the halfway mark of the Cup Series season, outpacing competitors despite setbacks at both the Indianapolis 500 and Coca-Cola 600. This surge comes amid continued debate over his outspoken approach and on-track dominance, with Larson challenging established figures and stirring conversation throughout the series.
Larson Takes Command of Merchandise Rankings in 2025
Hendrick Motorsports driver Kyle Larson has established himself as NASCAR’s top merchandise seller this year. Even after a difficult Memorial Day weekend—where he fell short in both The Double attempts, failing to finish at Indianapolis Motor Speedway and Charlotte’s Coca-Cola 600—Larson’s fan base remains loyal, with his popularity only increasing. He currently rivals seven-time Most Popular Driver Award recipient Chase Elliott in commercial impact, marking a shift in the NASCAR landscape and sparking enthusiasts’ interest in both his racing achievements and personality.
Larson’s appeal is fortified by his strong performance on the track during the 2025 Cup Series season. Entering the midseason stretch, he has captured three wins, eight top-five finishes, and nine top-10 placements, demonstrating consistent excellence and fueling higher merchandise demand. His continuous presence at the front has helped sustain his relevance both on and off the circuit, building excitement among fans eager to back a rising star.
Debate Follows Larson’s Bold Remarks
Despite impressive race results, Larson’s comments away from the track have drawn attention. Following a weekend where he participated in events across all three national series at Bristol Motor Speedway, Larson remarked on the Harvick Happy Hour podcast that he enjoys pushing Xfinity Series drivers to improve, even stating his desire to highlight the gap between series competitors. His remarks sparked conversation among drivers and observers.
Larson explained his motivation for entering Xfinity races: he said he wants to challenge younger drivers, expressing a clear drive to dominate when competing below Cup level. His approach, referencing a wish “to embarrass them honestly” and expose the need for growth, came during a candid moment on the podcast and stirred reactions throughout the paddock and media.
“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.”
—Kyle Larson, Hendrick Motorsports driver
Dale Earnhardt Jr. publicly weighed in, disagreeing with the tone of Larson’s comments about embarrassing the competition and NASCAR itself. While he conceded that some of Larson’s points about competition were valid, Earnhardt voiced concern over the initial sentiment.
“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., NASCAR analyst and team owner
Merchandise Sales Surge During Double Attempt Weekend
A report by Sports Business Journal noted that merchandise sales soared at the Coca-Cola 600 in Charlotte, reaching levels not seen since 2010. A significant part of this spike was attributed to Kyle Larson products, with interest peaking around his high-profile attempt at contesting The Double—racing both the Indy 500 and Coca-Cola 600 on Memorial Day weekend. While Larson’s on-track ambitions fell short, his impact on fan engagement and retail metrics was clearly felt throughout the NASCAR community.
NASCAR’s Leading Merchandise Sellers for 2025
NASCAR Holdings published its top merchandise sales rankings for the 2025 season, with Kyle Larson taking the leading spot. The full ranking highlights a mix of current stars, fan favorites, and legends:
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
Personalities such as Kyle Busch, Denny Hamlin, William Byron, Daniel Suarez, and Joey Logano continue to have strong followings, but this year, no one has surpassed Larson in popularity among fans purchasing racing goods.
Kyle Larson’s position at the pinnacle of NASCAR 2025 merchandise sales, especially after a turbulent June marked by The Double’s challenges and heated debates, underlines his growing prominence and influence. With the season moving forward, all eyes remain on how Larson’s performance and outspoken nature will shape both his legacy and the commercial side of NASCAR.
