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Pato O’Ward Leads IndyCar’s Merchandise Sales While Penske Looks to Boost Fan Engagement

Harry Stone by Harry Stone
December 17, 2024
in Motorsports
Reading Time: 3 mins read
0
Pato O’Ward Leads IndyCar’s Merchandise Sales While Penske Looks to Boost Fan Engagement

May 11, 2024; Speedway, Indiana, USA; Indy Series driver Pato O’Ward (5) during the Sonsio Grand Prix at the Indianapolis Motor Speedway Road Course. Mandatory Credit: Mike Dinovo-USA TODAY Sports

Pato O’Ward is more than just Arrow McLaren’s rising superstar — he’s IndyCar’s undisputed fan favorite, leading merchandise sales for the 2024 season through Penske Entertainment’s official vendors. From iconic jerseys to sleek car models, fans couldn’t get enough of the Mexican driver’s offerings, including his quirky “Pato Who?” collection that further fueled his meteoric rise in popularity.


The Big Winners in IndyCar’s Merchandise Boom

O’Ward’s place atop the sales charts marks a resounding win for Arrow McLaren, which dominated the rankings with Alexander Rossi also claiming P3, while Josef Newgarden of Team Penske claimed P2. Newgarden — fresh off back-to-back Indianapolis 500 victories — didn’t miss a beat despite occasional boos from fans embracing his “black hat” persona. Team Penske remains the only team with its entire driver roster — Newgarden, Will Power (P8), and Scott McLaughlin (P9) — cracking the top 10, proving their enduring appeal among the fanbase.

Of note, nine out of the top 10 merchandise sellers mirrored the drivers’ championship standings, a strong indicator of performance translating into fan engagement. The only anomaly? Romain Grosjean, whose P17 finish in the standings did little to dent his off-track popularity.


A Growing Trend: Rising Sales and Unique Fan Offerings

According to Alex Damron, Penske Entertainment’s VP of Communications, merchandise sales have grown consistently for seven straight years (excluding COVID-impacted seasons). A targeted approach to delivering fan-centric products has been the driving force, with items like trading cards by Parkside Collectables emerging as unexpected fan favorites.

“Merchandise is not transactional… The numbers are reflective of fan interest, but also ardent fan interest.”

Other notable highlights include:

  • Toronto’s Honda Indy weekend outperforming most races (excluding the Indy 500) in merchandise sales.
  • Increased collaboration with teams and drivers to deliver special edition products tailored to fan bases.

Fan Demand Driving Future Strategy

IndyCar uses sales data to fine-tune offerings for drivers who outperform in merchandise demand. Damron explained the forward-thinking strategy:

“We certainly look at the top of the list from a planning perspective… That can open additional conversations regarding extended merchandise lines and special promotions.”

This approach ensures popular drivers like O’Ward and Newgarden see their fan bases rewarded with expanded product lines and new offerings for the upcoming season.


The Hidden Reality: Who’s Really Profiting?

While merchandise sales surge, the question of revenue sharing looms. Damron declined to disclose details of the financial arrangements between Penske Entertainment and the teams/drivers whose names and likenesses appear on official IndyCar gear.

Behind the scenes, a driver described their share as “very, very, very small,” while a team owner called the revenue “minuscule.” Despite record merchandise growth, it’s clear the financial windfall isn’t trickling down as significantly as some might hope.


The Bottom Line

IndyCar’s booming merchandise sales highlight growing fan engagement, with stars like Pato O’Ward and Josef Newgarden leading the way. Penske Entertainment’s efforts to personalize offerings and embrace driver individuality are paying dividends, but questions around equitable revenue sharing remain. As IndyCar enters 2025, fans can expect more driver-focused gear and fresh products at tracks and online stores — ensuring their passion for the sport continues to translate into tangible support for their favorite stars.

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