Overview

• Kyle Larson leads all NASCAR drivers in merchandise sales through the midpoint of the 2025 season, ending Chase Elliott’s seven-year streak atop fan rankings.
• Larson’s three Cup Series victories this season have driven a significant spike in demand for his apparel and collectibles.
• His attempted ‘Double’ on Memorial Day weekend generated trackside merchandise sales at the Coca-Cola 600 not seen since 2010 despite collisions in both races.
• Limited-edition drops tied to Larson’s Indy 500 entry, digital-platform partnerships and Hendrick Motorsports collaborations broadened his appeal beyond core NASCAR audiences.
• William Byron’s rising popularity adds a fresh dimension to the intensifying internal rivalry among Hendrick Motorsports’ top drivers.