Kyle Larson is the leading NASCAR driver in merchandise sales halfway through the 2025 regular season, another indicator that he’s contending with his Hendrick Motorsports teammate Chase Elliott to be the sport’s most popular figure as the series holds a tripleheader at Nashville Superspeedway (including the 14th of 26 points races for the Cup Series).
Halfway through the regular season, NASCAR Holdings provided a top 15 ranking of merch sales this season, with the NASCAR brand itself coming in at No. 1. When it comes to drivers, Larson was No. 1, followed by Elliott, who has won NASCAR’s most popular driver award seven consecutive years. He was followed by Kyle Busch, then Ross Chastain and Ryan Blaney. As always, the Earnhardts were on the list, as was their usual Xfinity Series driver Justin Allgaier after he drove in JR Motorsports’ Cup Series debut at the Daytona 500 in February.
Larson’s popularity has been increasing in recent years as he becomes a more standout performer in the Cup Series and made two headline-grabbing appearances in the Indy 500. In 2024, Elliott was No. 1, the NASCAR brand was No. 2 and Larson was No. 3, and in 2023, the NASCAR brand was No. 1 while Elliott was No 2 and Larson No. 3.