In the 2024 NASCAR season, merchandise sales data revealed that Chase Elliott and Kyle Larson led the rankings among current drivers. According to NASCAR’s official figures, the top trackside merchandise sales were as follows:
1. NASCAR
2. Chase Elliott
3. Kyle Larson
4. Kyle Busch
5. Kevin Harvick
6. Martin Truex Jr.
7. Ross Chastain
8. Ryan Blaney
9. Joey Logano
10. Dale Earnhardt Jr.
11. William Byron
12. Dale Earnhardt Sr.
13. Denny Hamlin
14. Hendrick Motorsports
15. Alex Bowman
This list highlights the enduring popularity of both current and former drivers, as well as the significant presence of Hendrick Motorsports-affiliated drivers, including Elliott, Larson, Byron, and Bowman.

The strong merchandise sales figures underscore the deep connection between fans and their favorite drivers, reflecting the drivers’ on-track performances and personal brands.
Additionally, NASCAR’s strategic partnerships have contributed to the growth in merchandise sales. For instance, the collaboration with ’47, a premium sports lifestyle brand, as an official licensee for headwear and apparel, has expanded the range of products available to fans.
Furthermore, NASCAR’s efforts to enhance its licensing initiatives and introduce new merchandise ideas have played a role in boosting sales. The organization has been proactive in building its brand and connecting with different audiences through innovative merchandise offerings.

These developments indicate a positive trend in NASCAR’s merchandise sector, with fans actively supporting their favorite drivers and the sport through merchandise purchases.