The recently published rankings for NASCAR merchandise sales in 2025 have raised concerns from former driver Kyle Petty, as he discussed what these figures say about the current state of the sport. His comments on Kyle Petty on NASCAR merchandise sales concerns highlight his view that the high placement of Dale Earnhardt Jr. and Dale Earnhardt Sr. suggests a lack of new heroes emerging for fans to support.
Veteran Names Dominate NASCAR Merchandise Sales
According to the list released by Sports Business Journal, Kyle Larson currently leads active drivers in merchandise sales, followed closely by Chase Elliott, Kyle Busch, Ross Chastain, and others. Notably, Dale Earnhardt Jr. holds seventh place, while his late father, Dale Earnhardt Sr., is ninth. This ongoing success for the Earnhardt family in sales despite time away from the track is at the heart of Petty’s unease about what fans value in today’s NASCAR.
Petty reflected on these trends by recalling past legends in the sport, drawing attention to a key difference between popularity and sales:
“Earnhardt always sold, right? But Bill Elliott was always the most popular driver. So, the guy that didn’t sell the most was the most popular driver. That’s what we are going to see here. It’s the same thing,”
—Kyle Petty, on Fast Talk.
Kyle Petty Expresses Disappointment Over Lack of New Heroes
Petty’s concern centers on the idea that while the Earnhardt name remains a top seller, there appears to be a void when it comes to new stars who capture fan admiration and drive merchandise sales. He feels this trend speaks to larger issues in the sport today, stating,
“That’s why I say I look at the merch list with sadness. Because you’re telling me these guys aren’t relevant. Because their souvenir sales aren’t making them relevant. That’s a sad statement to where the sport is,”
—Kyle Petty.
This perspective highlights an ongoing discussion in the racing world about the challenges active drivers face in building dedicated fan bases. Many observers believe that NASCAR’s unspoken expectations often prevent drivers from expressing their individuality, making it even harder for new personalities to break through and become fan favorites. As a result, the sport continues to rely on established, familiar faces that have stood the test of time.
Larson and Elliott: A Changing Popularity Race
The competition for the top spot in NASCAR’s popularity has historically been intense, with Chase Elliott earning the Most Popular Driver award for seven consecutive years. Even during periods when his on-track results faltered, especially in 2023 and 2024, his connection with fans showed little sign of weakening. Whether this support will last remains uncertain, however, especially as Kyle Larson closes in on his teammate’s popularity.
Larson’s profile has grown rapidly, not just in NASCAR’s Cup Series but also on the world stage after participating in the Indianapolis 500. His emergence as a leading performer places him as a serious challenger to Elliott in both racing achievements and fan support. As of the halfway mark of the 2025 regular season, it is Larson, not Elliott, who sits atop the merchandise sales rankings, although the year’s final results may be shaped by their success on the track.
The ongoing developments will be watched closely by teams, sponsors, and fans alike, as the direction of NASCAR’s future could hinge on whether a new generation of heroes can finally eclipse the legacy names. The current figures, however, underscore Kyle Petty’s belief in the need for fresh personalities who can capture the imaginations of dedicated racing fans and propel NASCAR into a new era.
