Kyle Larson is officially the best-selling driver in NASCAR halfway through the 2025 season. For years, that title belonged almost exclusively to Chase Elliott, the sport’s reigning Most Popular Driver since 2018. But now, Larson has unseated him, and here’s why this moment matters more than most fans might think.
Chase Elliott’s grip on NASCAR fandom has been firm for over half a decade. Merchandise sales, fan votes, and crowd reactions all told the same story: Elliott was the face of the sport. But over the past years, Elliott’s on-track results have dipped. He missed the Playoffs in 2023 after an injury and a one-race suspension for wrecking Denny Hamlin, and while he rebounded in 2024 with a Round of 8 berth and a win, he’s yet to return to his peak form, and more importantly, the buzz isn’t the same around him.
Another important point is that Chase Elliott refuses to participate in NASCAR’s Netflix Series “Full Speed.” The show has elevated drivers’ popularity, pulling them closer to fans than ever before. Despite his popularity, Elliott doesn’t want to be in the spotlight too much, and meanwhile, Larson has turned heads not just with wins but with something much more valuable: relevance outside of NASCAR.
Outside of winning Cup Series races, Larson dominates headlines across multiple motorsport disciplines. His attempt at the 2024 and 2025 Indy 500/Coke 600 “Double” put him in rare company and introduced him to an entirely new fanbase. He was on ESPN, in F1 paddock conversations, and part of racing’s biggest cross-series weekend.
That momentum didn’t vanish in 2025. It’s carried into the current Cup season, where Larson has remained a title contender and a fixture in the national conversation. Despite many not loving his “best all-around driver” statement, which caught people’s attention, and it has been a talking point ever since, elevating the popularity of his name. At the same time, he dominates Cup and Xfinity Series events, dirt races, and races at the world’s biggest motorsports event, the Indy 500; Suddenly, it’s no surprise that his name is one of the most talked about in all of motorsports.
In short, Larson is cool right now, and cool sells.
Fanatics, the official outlet for NASCAR gear, reported Larson as the No. 1 selling driver for the first half of the 2025 season. According to Sports Business Journal, his surge includes:
The exact numbers were not released, but Kyle Larson leads over Chase Elliott, Kyle Busch, Ross Chastain, Ryan Blaney, Joey Logano, Dale Jr, Justin Allgaier, Dale Sr, and William Byron, who rounds out the Top-10.
This shift says a lot about where NASCAR’s fan energy is going. For years, the Most Popular Driver award and top merchandise slots have mostly gone to legacy names (drivers with family connections), clean-cut images, and traditional Southern roots. Larson doesn’t fit all those molds.
He’s a West Coast driver, a dirt track star, and now, a multi-discipline racer. His brand feels more modern, more dynamic, and more global. Fans, especially younger ones, seem to be rewarding versatility and boldness over legacy. That could be a big message for NASCAR marketers and drivers thinking about building their brand.
For Elliott, this isn’t a crisis, but it is a wake-up call. If results don’t return, and Larson continues his surge, Elliott’s status as NASCAR’s fan-favorite could be up for grabs in more than just merchandise rankings. The Most Popular Driver award could be in play for the first time in years. For Larson, this is a turning point. He’s no longer just respected for his talent; the broader fanbase now embraces him. Making that leap from competitor’s favorite to fan favorite is rare, and it could reshape the trajectory of his career moving forward.
And for NASCAR? The message is clear: fans want stars who push boundaries. They want drivers who win but also those who chase greatness wherever it leads.
Kyle Larson topping the 2025 merchandise rankings signals that the center of NASCAR’s fan gravity may be shifting. Whether that shift depends on what happens next on the track, in the behind-the-scenes, or across racing’s biggest stages. But for now, Larson, besides chasing championships, is racing for the title of face of the sport.
Will Kyle Larson win NASCAR’s most popular driver award and dethrone Chase Elliott? Let us know what you think on our Discord or X, and remember to follow us on Instagram, Facebook, and YouTube for more updates!
