Ranking Top 10 NASCAR drivers in merchandise sales

Today the rankings for the top merchandise sellers in NASCAR came out and there are surprises, but a lot of expected results. Merch is, or was, the lifeblood of the sport and of most motorsports.

Dirt racers make a killing on t-shirts. NASCAR has long made money hand-over-fist on merchandise. So, how did the NASCAR drivers stack up this year against one another?

Let’s go through the top-10 merchandise movers in NASCAR, via Adam Stern of Sports Business Journal.

1. Chase Elliott – Hendrick Motorsports

No one is surprised by this, Chase Elliott is the top merch seller in the series. The Most Popular Driver backs up his years on top of the sport’s popularity chart with sales.

Elliott gear is all over the place at races. Now fans are hoping their support can translate into wins for their favorite driver.

2. Kyle Larson – Hendrick Motorsports

Once again, no shock here. Kyle Larson is one of the most popular drivers in NASCAR and his dirt racing background only adds to that popularity. Folks love Yung Money.

Larson still trails his teammate Elliott. However, make no mistake about it, he is almost as popular.

3. Ross Chastain – Trackhouse Racing

Now this is a bit of a surprise, but it makes sense. Ross Chastain gear is all over the place at the race track, people love the Melon Man!

Chastain is one of the most exciting drivers in the Cup Series. He has a personality, he races like a madman sometimes, and it usually works out in the end. His Melon merch is also great.

4. Kyle Busch – Richard Childress Racing

Rowdy in the top-five? How much has changed since he made the swap to Richard Childress Racing and Chevy? Now he’s one of the most popular drivers in the Cup Series!

Make no mistake, Kyle Busch is still a polarizing figure. There are many haters still out there. But maybe for every hater, he’s picked up a couple of fans for his move to RCR and Chevy.

5. Ryan Blaney – Team Penske

2023 Cup Series champion Ryan Blaney rounds out the top half of this list. He is a big name, great face, and fantastic ambassador for the sport. It is no wonder he’s moving shirts and hats.

Team Penske has dominated the playoffs in the Next Gen era. Will they soon dominate merch sales? I’m not sure about that, but it could happen.

6. Joey Logano – Team Penske

Coming off of his third championship, Joey Logano moved a lot of merch. He is just below his teammate Blaney on this list.

Logano caught a lot of flack after his championship. But when it is all said and done, those shirts will always say “three-time.”

7. Martin Truex Jr. – Joe Gibbs Racing

The outgoing Martin Truex Jr. put up good merchandise numbers in the 2024 NASCAR season. Everyone wanted to get a piece of Truex before he left for good.

While we are going to see Truex at Daytona, he is not going to be around every week this year. I bet he still sells a ton of stuff at the 500, though.

8. William Byron – Hendrick Motorsports

Another Hendrick Motorsports driver on the list, go figure. William Byron is a rising star in NASCAR. He is seen as the future.

Given how many wins he has in the 24 car now, I’m not shocked. Byron is doing everything right on the track, now he needs to start becoming more of a star athlete of the track.

9. Denny Hamlin – Joe Gibbs Racing

This one surprises me for how low it is. No, Denny Hamlin has never been the favorite among the fans in NASCAR, but I thought his fans would show up for him.

Instead, Hamlin barely made the top-10. That’s a tough look as he loses his most recognizable sponsor in FedEx this season.

10. Daniel Suárez – Trackhouse Racing

Mi Amigo! Daniel Suárez makes the top-10 in NASCAR merch sales. Trackhouse shows that they are a force in this sport in more ways than one.

Last year, Suárez won the Atlanta race, the second week of the season. He is hoping to add another win or two in 2025, and sell more merch.