NASCAR is undergoing a transformation to appeal to a younger and more diverse audience, both on and off the track. One key aspect of this effort is the sale of new and improved merchandise to fans. While Chase Elliott remains the most popular driver, NASCAR has caught up to him in terms of merchandise sales in 2024. The top 5 drivers in terms of merchandise sales are all Chevrolet drivers, with Kyle Larson, Ross Chastain, and Kyle Busch rounding out the top 3.
The news has sparked a mix of reactions from fans, with some expressing surprise and confusion at the idea of people buying NASCAR-branded merchandise. One fan joked that they didn’t see many people wearing NASCAR-branded apparel at events last year. However, it’s possible that the sales are indicative of NASCAR reaching a newer, younger fan base that is attracted to the sport.
In 2023, NASCAR led the charts in merchandise sales, beating out individual drivers like Chase Elliott and Kyle Larson. The organization achieved this through new partnerships with retailers, increased presence in the children’s toy space, and the introduction of a physical merchandise buying experience at events. For example, Phoenix Raceway’s infield sales doubled with the addition of a walk-in environment for fans.
As the 2025 season approaches, NASCAR will need to focus on merchandise sales again if they hope to overtake Chase Elliott. The upcoming Daytona 500 could be a great opportunity to kick off the season and drive sales. Overall, NASCAR’s efforts to revamp its merchandise sales are an important part of its broader strategy to appeal to a new generation of fans.