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Chase Elliott Tops NASCAR’s Popularity and Merchandise Sales—Even Beating the Earnhardts

Redação by Redação
January 29, 2025
in Motorsports
Reading Time: 4 mins read
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Chase Elliott Tops NASCAR’s Popularity and Merchandise Sales—Even Beating the Earnhardts

Nov 9, 2024; Avondale, Arizona, USA; NASCAR Cup Series driver Chase Elliott (9) during qualifying for the Championship race at Phoenix Raceway. Mandatory Credit: Mark J. Rebilas-Imagn Images

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Talk about dominating NASCAR both on and off the track. While the sport has seen its share of legendary names over its nearly eight decades of existence, only a select few continue to command unwavering fan devotion. The Earnhardts—Dale Sr. and Dale Jr.—remain icons long after their respective careers ended. But in today’s NASCAR landscape, Chase Elliott isn’t just competing on the track—he’s beating NASCAR itself in the fame and merchandise game.

Elliott’s reign as NASCAR’s Most Popular Driver continues

The Hendrick Motorsports star has now claimed the Most Popular Driver (MPD) award for the seventh straight year, ensuring that the Elliott and Earnhardt names remain at the forefront of NASCAR fandom. His streak mirrors Dale Earnhardt Jr.’s unprecedented 15-year reign as MPD, proving that Elliott has cemented himself as the modern-day face of the sport.

But his popularity isn’t just measured in votes—it’s also reflected in cold, hard sales numbers.

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Elliott surpasses NASCAR itself in merchandise sales

When NASCAR released its 2024 merchandise sales rankings, the results were staggering:

  • Chase Elliott was the No. 1 best-selling driver, surpassing even NASCAR’s own brand.
  • Dale Earnhardt Sr., despite passing away in 2001, still ranked No. 9—ahead of active superstars like Denny Hamlin, Brad Keselowski, and Tyler Reddick.
  • Dale Earnhardt Jr., who retired in 2017, placed No. 11, proving the Earnhardt name still holds massive weight.

For context, NASCAR’s official brand ranked No. 2 in total sales. That means if the league’s own merchandise was removed from the equation, both Earnhardts would still be in the top ten. But Elliott outperformed them all, standing alone at the very top.

A comeback story that fueled his fandom

Elliott’s rise to the top wasn’t without challenges. His 2023 season was riddled with setbacks, including a snowboarding accident that sidelined him for four races and a controversial suspension after an on-track incident with Denny Hamlin at Pocono. A 42-race winless streak loomed over him until he finally broke through at Texas in 2024, securing his 19th career Cup Series victory.

Despite these hurdles, Elliott’s relentless consistency in the playoffs carried him all the way to the Round of 8, solidifying his position as one of NASCAR’s elite drivers. The combination of a comeback win, playoff performance, and fan loyalty propelled him past even the biggest legends in NASCAR merchandise sales.

Controversy? No problem for Elliott’s brand

Of course, Elliott hasn’t avoided controversy in 2024. Accusations of NASCAR favoritism surfaced after he wasn’t penalized for pushing Daniel Suárez at Chicago, sparking outrage among some fans and competitors. However, these incidents haven’t dampened his appeal.

That said, there’s one area where Elliott hasn’t quite reached icon status—social media. Female NASCAR legends still dominate in terms of digital engagement, with names like Danica Patrick maintaining a larger presence.

Still, Elliott remains humble despite his massive fan support. Reflecting on his 266,363 votes for the Most Popular Driver award in 2024, Elliott made sure to credit his supporters:

“I’m certainly grateful for the fans across the board. They’ve been great to me throughout my career. I’ve had the fortunate experience of seeing all that and living that first-hand. It means a lot to me.”

The rise of another MPD contender: Kyle Larson

While Elliott remains NASCAR’s undisputed fan-favorite, another name is creeping up in the popularity race—his Hendrick Motorsports teammate, Kyle Larson. Larson’s dirt-racing versatility and Cup Series dominance have made him a growing fan favorite, and he could soon be Elliott’s biggest competition for the MPD throne.

For now, though, Chase Elliott remains king—not just on the track, but in the hearts (and wallets) of NASCAR fans everywhere.

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