An Unexpected Driver’s Merchandise is Outselling Top NASCAR Stars

What’s Happening?

According to a recent report, the top-selling NASCAR merchandise is not for Chase Elliott, Tyler Reddick, or Ryan Blaney but for reigning NASCAR Xfinity Series Champion Justin Allgaier.

• Allgaier’s team, JR Motorsports, told Adam Stern of Sports Business Journal that merchandise from the driver’s one-off in the Daytona 500 is dominating sales online.
• The 39-year-old NASCAR veteran drove JRM’s No. 40, sponsored by Chris Stapleton’s Traveller Whiskey, to a top-ten finish in the 500. The race was the team and sponsor’s NASCAR Cup Series debut.
• Allgaier’s No. 40 diecast is also expected to be a top seller for Lionel Racing this year. Last year, JRM only had one of the top-ten-selling NASCAR diecasts, yet that diecast, Dale Earnhardt Jr’s Budweiser Late Model, was the number-one seller in 2024.
• According to Stern, the Traveller brand is interested in continuing to market its whiskey to the NASCAR audience after the brand’s successful debut. However, it is unclear if their continued promotional plans include JRM.
• JRM and Stapleton announced the partnership on Jan. 15. At the time, this was by far the most shocking announcement of the young season. Now, it looks like the partnership is paying off for all three parties: driver, team, and sponsor.

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