Kyle Larson Leads NASCAR Merchandise Sales Midway Through 2025 Season

NASHVILLE, Tennessee — Kyle Larson has emerged as the top NASCAR driver in merchandise sales halfway through the 2025 regular season. This success indicates that Larson is contending with his Hendrick Motorsports teammate Chase Elliott for the title of the sport’s most popular figure.

According to NASCAR Holdings, Larson ranked first in merchandise sales, followed closely by Elliott, who has won the Most Popular Driver Award for seven consecutive years. As fans gear up for the NASCAR Cup Series tripleheader at Nashville Superspeedway, Larson’s growing appeal is evident.

In the latest sales rankings, Larson was followed by Kyle Busch, Ross Chastain, and Ryan Blaney. The rankings also included Justin Allgaier, who drove for JR Motorsports in the Cup Series debut at the Daytona 500 earlier this year.

Larson’s popularity has surged recently after his standout performances in the Cup Series and noteworthy appearances at the Indianapolis 500. Despite a disappointing Memorial Day weekend where he did not finish both The Double events at the Indy 500 and Coca-Cola 600, Larson’s merchandise sales continue to rise.

NASCAR reported record merchandise sales at the Coca-Cola 600, the highest since 2010, boosted by limited-edition items related to Larson’s attempts at both major races. The driver of the No. 5 car has three race wins, eight top-five finishes, and nine top-10 finishes this season, showcasing his competitive edge.

Larson expressed his intense desire to prove himself in the NASCAR ecosystem, stating that he aims to “embarrass” other drivers in the Xfinity Series to demonstrate the skill gap. While his comments sparked some debate among fellow racers, his competitive spirit and performance on the track have endeared him to fans.

This season marks an intriguing battle for the Most Popular Driver Award, with approximately five months left before the winner is announced. Larson’s merchandise sales success signifies a significant challenge to Elliott’s longstanding popularity.