Kyle Larson leads the 2025 NASCAR merchandise sales rankings, surpassing Chase Elliott and Kyle Busch for the top spot in individual driver merchandise purchased so far this year. NASCAR Holdings released the latest top 15 list for merchandise sales, with Larson rising to second overall behind only the NASCAR brand itself.
Surge in Kyle Larson’s Merchandise Sales
In 2024, Chase Elliott edged out other stars as the leader in NASCAR merchandise sales, followed by the NASCAR brand and then Kyle Larson. The current year, however, sees a reshuffle, with Larson overtaking his Hendrick Motorsports team-mate, Chase Elliott, to capture the attention of fans. The Sports Business Journal reported that NASCAR’s own official brand continues to hold the highest merchandise sales, while Larson ascends to the second position, trailed by Elliott and then Kyle Busch in fourth among Cup Series drivers.
Much of Larson’s leap in popularity is credited to his commanding performances at major races like Bristol and Homestead earlier in the year, as well as his ambitious effort at “the Double”—competing in both the Indy 500 and Coca-Cola 600 on the same day. While he did not manage to complete all 1,100 miles required for the unique achievement, his determination left a substantial imprint on the fan base.
Full 2025 NASCAR Merchandise Sales Rankings
The official top 15 merchandise sellers in 2025, according to the most recent figures, are as follows:
1. NASCAR Brand
2. Kyle Larson
3. Chase Elliott
4. Kyle Busch
5. Ross Chastain
6. Ryan Blaney
7. Joey Logano
8. Dale Earnhardt Jr
9. Justin Allgaier
10. Dale Earnhardt Sr.
11. William Byron
12. Daniel Suarez
13. Christopher Bell
14. Denny Hamlin
15. Tyler Reddick
Notably, longstanding fan favorites Dale Earnhardt Jr and Sr continue to make the top 10, with Justin Allgaier from JR Motorsports the only NASCAR Xfinity Series driver to appear in the top 15. Ross Chastain, Ryan Blaney, Joey Logano, William Byron, Daniel Suarez, Christopher Bell, Denny Hamlin, and Tyler Reddick round out the list, reflecting a mix of Cup Series veterans and emerging drivers attracting fans with their recent performances.
Outlook for NASCAR Merchandise Sales and Fan Engagement
The shift in NASCAR merchandise sales rankings underscores changing fan interests and the growing appeal of drivers like Kyle Larson, especially after memorable race wins and high-profile cross-series attempts. As the season progresses, the competition between top names such as Larson, Elliott, and Busch looks set to keep fan engagement and merchandise sales climbing. With enduring icons like Dale Earnhardt Jr and Sr maintaining their places on the list, NASCAR’s mix of legacy and current talent ensures that merchandise trends will continue to reflect both performance and popularity throughout the rest of 2025.
