For years, Chase Elliott dominated NASCAR merchandise sales. Fans eagerly bought his t-shirts, hats, and collectibles, making him the sport’s most popular driver for seven straight seasons—and the sales numbers backed it up.
However, a major shift occurred in 2025. Midway through the season, Kyle Larson overtook Elliott as the top merchandise seller, according to Adam Stern of the Sports Business Journal. For the first time in years, Elliott lost his grip on the No. 1 spot.
What sets Larson apart is his presence beyond just the NASCAR Cup Series. While most drivers only compete on Sundays, Larson races in multiple formats—sprint cars, dirt tracks, and more—broadening his fan base beyond traditional NASCAR circles.
His team also approached merchandise differently. They launched exclusive collections and limited-edition items that resonated with fans. Larson’s online store features everything from basic tees to premium collectibles.
Social media was a game-changer as well. Larson’s team leveraged digital platforms with creative campaigns, exclusive online drops, and interactive content that built stronger, more personal fan engagement—something Elliott’s more conventional strategy hadn’t quite achieved.
This isn’t merely a rivalry between two drivers—it’s a reflection of how NASCAR is evolving. Today’s drivers are encouraged to build personal brands and form deeper fan connections. Larson seems to understand and capitalize on that better than most.
Elliott still enjoys a strong fan following, and there’s time left in the season. But for now, Larson is showing that popularity in NASCAR isn’t just about race results—it’s about creating meaningful connections with fans on and off the track.
