Chase Elliott, who has dominated NASCAR merchandise sales since 2018, has been surpassed by his Hendrick Motorsports teammate, Kyle Larson, according to the latest data. The shift marks a significant milestone in fan dynamics, especially as Chase Elliott dethroned by Kyle Larson in NASCAR merchandise sales reflects evolving loyalties within the sport.
Kyle Larson’s Rise to Merchandise Dominance
For years, Elliott held the title of most popular NASCAR driver, carrying the torch from his father, Bill Elliott, and maintaining a loyal base of legacy supporters. Yet, since joining Hendrick Motorsports and piloting the No. 5 Chevrolet, Larson has gradually gained ground in popularity among NASCAR’s core audience. Recent merchandise sales indicate that Larson, the 2021 Cup champion, now leads the pack, overtaking Elliott—and signaling that fan preferences may be shifting.
Larson was asked about this achievement ahead of the Nashville race weekend and expressed both pride and surprise at topping the leaderboard. He acknowledged Elliott’s long-standing influence in regards to fan support and merchandise.
“Yeah, I mean, I think it’s something that is cool. And I’m just going to be proud of it because Chase Elliott is the man when it comes to fans and merch. But [I have] obviously had a couple of years of double and stuff. I think that’s why the merch stuff. But yeah, either way, it’s cool.
—Kyle Larson, Driver (via TSJ Sports)
The fact that Larson’s popularity has surged can be attributed partly to his active presence across multiple racing disciplines. His ventures into IndyCar, Sprint car, and dirt racing have allowed him to connect with diverse groups of motorsport enthusiasts. In contrast, Elliott’s more private lifestyle and limited interactions with fans, outside of race weekends, have made Larson more accessible and visible to a wider fan base.
Addressing Indy 500 Controversy and Public Reactions
During the same media event, Larson faced questions about his exchange with IndyCar driver Scott McLaughlin at the Indianapolis 500. Following a rain delay, Larson made hand gestures toward McLaughlin after an early-race incident—a response that quickly spread online and drew attention within the motorsports community. The gesture was seen as an expression of frustration, especially since the delay impacted Larson’s tight schedule for the Coca-Cola 600 race.
“Yeah, yeah, no, I felt really bad, you know, even before I knew that it hit the internet. So, yeah, I was just, you know, I was frustrated because the rain was so light and the delay of, you know, the track drying when it was already dry. It took, whatever it was, 45 minutes…I see somebody crash and so then I just kind of reacted, you know, with more frustration.
—Kyle Larson, Driver
Larson openly stated that he regretted letting his emotions show during the incident. He shared that, upon reflection, he reached out to McLaughlin after the race and apologized for his actions. The pressure of competing in multiple disciplines on the same day, known as “double duty,” made it challenging for him to maintain composure.
“And, yeah, I shouldn’t have done that. So, you know, I wish, you know, as all of us, everybody here, you know, everybody in life wishes that they could go back and not do something or do something differently. That’s one of those moments for me. And I feel like I’m usually pretty good about…doing gestures and stuff. But, yeah, I just kind of let my frustration get the best of me there.
—Kyle Larson, Driver
Larson’s candidness highlighted the emotional intensity faced by top athletes, especially during high-stakes and tightly-scheduled races. The remarks also underscored his willingness to take responsibility and communicate directly with other drivers, aiming to resolve conflicts quickly and professionally.
Shifting Landscape in NASCAR Fan Engagement
Kyle Larson’s ascension to the top of NASCAR merchandise sales is emblematic of the changing face of the sport and its followers. While Elliott’s legacy and consistent fan base remain influential, Larson’s approach—a blend of open engagement, racing versatility, and transparency during controversies—has broadened his appeal. Both drivers are integral to the continuing narrative of NASCAR, yet Larson’s adaptability and willingness to interact beyond the Cup Series are paying noticeable dividends when it comes to popularity and support.
The intensity brought on by incidents like the one at the Indy 500, combined with Larson’s rise in merchandise sales, suggests that personality and authenticity are increasingly valuable to the NASCAR audience. The dynamic between established fan favorites like Elliott and new frontrunners such as Larson will likely continue to evolve, potentially affecting sponsorships, marketing strategies, and the overall atmosphere at events like Nashville.
As NASCAR continues to grow, the evolving popularity of drivers like Kyle Larson serves as a reminder that fan engagement, both on and off the track, is critical. With future races on the horizon and personalities at the forefront, the competition for top spot in popularity—and the business rewards that come with it—remains as fierce as ever.
