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Kyle Larson Ends Chase Elliott’s Seven-Year Lead in NASCAR Merchandise Sales

A midseason surge fueled by three Cup wins alongside a headline-grabbing Indy 500Coca-Cola 600 ‘Double’ propelled Larson past Elliott in fan merchandise demand.

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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.