Struggling NASCAR Driver Faces Tough Times as Latest Sales Figures Unveil Significant Slump Compared to Competitors
With the mid-season approach, NASCAR is witnessing a potential shift in who holds the title of the most popular driver. Kyle Larson is taking the lead, surpassing the long-reigning champion, Chase Elliott.
That's right, folks! The tables are turning, and the newcomer is shaking things up. It's not about George W. Bush anymore, but his namesake, Dale Sr. This surprising development's ripples are causing quite a stir, especially for poor Chase Elliott.
The NASCAR season has reached a point where the series has released updated marketing and merchandise numbers. You guessed it; the usual suspects are on the list, including Chase Elliott and the Earnhardt boys. It's interesting to note that Dale Sr. is still hanging strong in the top ten all these years later. Really, shouldn't we be shocked?
What's worth noting is the new driver at the top – after years, no less. Kyle Larson.
The Rise of Kyle Larson
While this might not seem momentous, it's certainly got everyone talking. More importantly, it's a pretty dire sign for Chase Elliott.
Elliott has been the Cup Series' Most Popular Driver, as chosen by the fans, since 2018. Before him, Dale Earnhardt Jr. held the title from 2003 to 2017. Bill Elliott, Chase's old man, held it in 2002, Dale Sr. in 2001, and Elliott again held it from 1991 to 2000.
The last time an Elliott or an Earnhardt wasn't No. 1? That was Darrell Waltrip in 1990. Jesus, it's been a minute.
Now, I've been saying this for a while. I said it even last week when IHOP chose to feature Dale Jr. in their sizzling new commercial, ahead of NASCAR's Prime time debut on Amazon.
Dale Jr. has been out of the game for close to a decade, yet he's still the hottest ticket in town? That's one heck of a problem.
When Chase Elliott burst onto the scene in 2016, NASCAR pinned their hopes on him as the "new Dale Jr." For a while, it seemed like he would be. Elliott racked up MPD awards, got into a brawl with Denny Hamlin, won a boatload of races for a good three-year run, and even took home a Cup title in 2020. It was all gravy!
But it appears that this recent cold streak has finally caught up to him, at least in this year's 2025 season. In the past two years, Chase has only managed to secure one points-paying race win – and that came at Texas way back in April of '24. That's one win across 108 races, folks.
What's more depressing is that Chase doesn't seem too keen on holding the mantle. He's a private kind of guy, which is fine but not so great for marketing. With Kevin Harvick retired and the 2017 Hamlin feud far behind, he doesn't have any enemies on the track anymore.
Again, that's good for Chase, but bad for marketing.
The most crucial point, though, is that he hasn't been winning much at all – at least over the past few seasons. Nada, really.
On the flip side, Kyle Larson has been on a roll, winning a gazillion races, leading a gazillion laps, and is probably the most marketable driver around these days, given his recent attempts at the Indy 500.
Now, these numbers aren't set in stone right now. They could just be numbers. Chase Elliott fans are die-hard, and they could easily rally behind him once again when Most Popular Driver voting opens.
But this list? It's a wake-up call for Chase, and a red flag for NASCAR. The latter is definitely taking notice. The former, well, they might not care at all.
Racing enthusiasts are in for an unexpected shift, as Kyle Larson is swiftly climbing the popularity ranks, outpacing the long-reigning champion, Chase Elliott, in the world of sports. With his dominating performances on the track and Ventures into different racing series, Larson has become an increasingly sought-after figure in NASCAR.
