Despite some speculation that he would be unseated this season, Chase Elliott emerged as NASCAR’s most popular driver for the seventh year in the row.
The speculation centered around the fact that Elliott missed seven races due to injury and a suspension. Some thought the missed time would be enough for the likes of Cup Series champion Ryan Blaney or Kyle Larson to break through and grab those honors.
Instead, Elliott walked away with the award again, and it was actually the 33rd consecutive season that an Earnhardt or Elliott won the award.
That fact was also made clear this week when NASCAR released a top-15 list of trackside merchandise movers for the 2023 season. It’s a list that reflects all merch sold at events this season ranging from clothes to diecasts.
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
13. Denny Hamlin
14. Hendrick Motorsports
15. Alex Bowman
Takeaways
Obviously, the sports most popular and lucrative figures are Elliott and the Earnhardts. Over two decades after his passing, Dale Sr. and merchandise that includes his iconic No. 3 still moves the needle for NASCAR fans.
Dale Jr. retired after the 2017 season and he is still a top-10 merch mover. He remains as influential and popular today with his role as a NBC Sports television analyst and his influence through the Dirty Mo Media brand.
Larson makes a ton of sense too because it very much seems like he is NASCAR’s most popular 1b to Elliott’s 1a. Larson transcends NASCAR too with him impending start in the Indianapolis 500 and his discipline spanning status in Dirt Late Models and Open Wheel cars.
Busch, Harvick and Truex are stalwarts from the 2010s peak era so it stand to reason that they would have large fanbases and merch-moving potential. To wit, the retirement of Harvick will leave a significant void in both NASCAR’s overall popularity and the merchandising sector.
Matt Weaver is a Motorsports Insider for Sportsnaut. Follow him on Twitter.