Chase Elliott, long recognized as the face of NASCAR, has experienced a drop in his merchandise rankings, with fresh data revealing that Kyle Larson is quickly ascending in popularity. The latest sales figures highlight that Chase Elliott experiences decline in NASCAR merchandise sales this season, shifting the dynamic among the sport’s top stars.
Kyle Larson Edges Closer as Sales Rankings Shift
For years, Chase Elliott dominated the scene as NASCAR’s most popular driver, holding onto the top merchandise sales spot and winning fans over season after season. However, the latest rankings reveal a change: Elliott now sits third for 2025, surpassed by both the broader NASCAR-branded merchandise and, notably, his teammate Kyle Larson. Larson, who currently holds the second position, has seen a marked increase in public support—a significant change indicating a shift in fan sentiment within the sport.
This adjustment is not simply a shift in sales but a major reputational blow for Elliott, who has seen his stature fade in comparison to Larson’s recent rise. Larson’s expansion into the public eye has been bolstered not only by his NASCAR performances but also by his two recent forays into the Indy 500, boosting his profile beyond the conventional NASCAR audience. Analysts and fans alike have begun drawing parallels between Larson and F1 star Max Verstappen, recognizing him as a new household name in American racing circles.
Merchandise Sales Surge Across the Field
The full top 15 list of NASCAR merchandise sales for 2025 showcases increasing interest in several drivers. Kyle Busch has secured fourth place, while Ross Chastain follows closely. Well-known competitors like Joey Logano, legendary names such as the Earnhardts, and Denny Hamlin also feature among the leaders. According to research by the Sports Business Journal, the current year has seen NASCAR’s merchandise revenue hit record highs, with sales during the Coca Cola 600 reaching their most successful level since 2010. This surge points to a broader resurgence in NASCAR’s general popularity this season.
Chase Elliott Maintains Edge in Social Media Presence
Despite Larson’s latest edge in merchandise sales, social media metrics reflect a different story regarding fan engagement and visibility. Social platforms have grown into critical arenas for measuring the reach and influence of public figures, and in this domain, Elliott continues to outpace Larson.
Recent rankings from Athlon Sports summarize drivers’ audiences across Instagram, X, Facebook, and YouTube. Elliott commands an online following of 1,947,300, placing him as one of the digital leaders among active drivers. However, he trails Kyle Busch, who leads with a combined total of 2,126,600 online followers. In contrast, Larson occupies fourth place, attracting 1,378,800 across platforms—falling behind not only Elliott but also John Hunter Nemechek. Meanwhile, Denny Hamlin remains closely behind Larson’s social tally.
In December, I produced my first list of the most popular NASCAR Cup Series drivers on social media. Now, six months later and halfway through the 2025 regular season, it’s time for an update. pic.twitter.com/uylFn6v3TI” — Kyle Dalton (@kdsportswriter)
It should be noted that these figures may include duplicate users, as a single fan might follow a driver on multiple platforms. Nonetheless, these statistics offer a clear glimpse into the digital presence of NASCAR’s star drivers in 2025 and highlight the continuing significance of online engagement for sponsorship opportunities and team financing.
What This Means for the Future of NASCAR
A strong and passionate fanbase continues to be a vital asset for every NASCAR driver, directly affecting sponsorship deals and team resources. Although Chase Elliott was considered the undisputed top name in recent years, Kyle Larson’s rapid rise in merchandise popularity signals a possible shift in the sport’s internal hierarchy. If this trend continues, Larson could soon claim the top spot both in the racetrack and in merchandise revenue. Meanwhile, a resurgence in overall fan interest, as shown by rising sales and record event attendance, suggests that NASCAR is on track for a new golden era fueled by fresh rivalries and changing loyalties among teams and drivers.
