Merchandise sales in NASCAR are always important and add a lot to the sport and teams' bottom lines. Buying a shirt, hat or diecast is often a fan's ideal way to support their favorite driver.
In 2023, the sport celebrated its 75th Anniversary and, according to the Sports Business Journal, there are plenty of surprises in the Top 15 list of merchandise sales for 2023.
It has been well over 20 years since Dale Earnhardt Sr. died in the 2001 Daytona 500, but he remains arguably the most iconic driver in the history of NASCAR. That was the case in 2023, as he ranked among the top 15 in merchandise sales.
It probably doesn't hurt that a lot of newly released 75th Anniversary memorabilia was made for the more famous drivers in NASCAR's 75 years, such as Earnhardt, Bill Elliott, Jeff Gordon and Richard Petty.
The love for the "Intimidator" all these years later is incredible. Adam Stern from Sports Business Journal shared the entire list of the top 15 in merchandise sales on his X page.
.@DaleJr and his father, Dale Earnhardt Sr., both made @NASCAR's Top 15 list for most trackside merchandise sales in 2023.
?: https://t.co/rSI6hSXSGQ pic.twitter.com/zBPBj4Snca
— Adam Stern (@A_S12) December 18, 2023
Besides the Earnhardts, it comes as no surprise that the sport's most popular driver, Chase Elliott, was the top driver on the list. It is crazy to think that NASCAR as a whole finished in the No. 1 spot, but that's good for the sport.
Kyle Busch and Kevin Harvick round out the top five. Busch's move to Richard Childress Racing only increased his popularity. As for Harvick, fifth in his final season isn't a bad way to go out. His multiple throwback paint schemes throughout the year, especially the No. 29 car at North Wilkesboro sold big time.
2023 Cup Champion Ryan Blaney checks in eighth on the list and it's likely he will keep on climbing especially in 2024.
Hendrick Motorsports certainly looks to be the leader as a team in merchandise sales, as all four drivers made the list. Kyle Larson is right behind Elliott in third, and Byron and Bowman are just outside the top 10. And Hendrick Motorsports itself also made the list.
The Earnhardt name has been a big seller for a long time in the merchandise game and it certainly doesn't look like it will slow down any time soon.
