Talk about beating NASCAR at its own game (or fame). The sport has witnessed dazzling stars over the almost 8 decades of its existence. In the present day, however, only a few names come to the lips of fans easily. The Earnhardts are a primary example. Dale Sr. passed away tragically in the 2001 Daytona 500, while Dale Jr. retired in 2017 – and yet they reign in fans’ hearts. However, Chase Elliott is a force to reckon with among active drivers.

The Hendrick Motorsports driver clinched the 2024 Most Popular Driver award, and that too, for the seventh time in a row. Chase Elliott ensured that the popularity streak never left the Earnhardt or the Elliott names. He also made sure to steal NASCAR’s sparkle.

Chase Elliott reigns supreme

Well, the No. 9 HMS driver has deserved this stunning fame. In 2023, Chase Elliott bumped into problems – because of a snowboarding accident, he was sidelined for four races. Then ruffling Denny Hamlin’s feathers at Pocono did not help either, as he was suspended. A 42-race winless streak haunted him until the Cup Series pulled over at Texas in 2024 when Elliott grabbed his 19th race win. Not to mention his stellar consistency into the playoffs, which persisted until the Round of 8. This was enough for Elliott to carve out a place for himself among the hottest-selling entities of the sport – including NASCAR itself.

Reports are out for NASCAR merchandise sales in 2024, and the Earnhardts are still at the top of their game. Factoring in sales online and on the track, seven-time Cup Series champion Dale Sr. ranked at No. 9. Meanwhile Dale Jr. snagged the No. 11 place. NASCAR’s own brand came in as No. 2 on the list – excluding which, both the Earnhardts would have been in the top ten.

Big names whom the Earnhardts beat include Denny Hamlin, Brad Keselowski, and Tyler Reddick. But here comes the million-dollar question – who is No. 1? Yes, you probably guessed it already – it is Chase Elliott. The HMS driver has surpassed NASCAR itself in roping in the green bucks. What less can you expect from the seven-time Most Popular Driver award?

Granted, Chase Elliott has faced controversy in 2024 as well. Complaints of favoritism shot across the community when NASCAR did not penalize him for pushing Daniel Suarez in Chicago. Plus, Elliott cannot yet touch the female icons of NASCAR in social media popularity. Yet hate him or love him, Elliott rules the sales game. Last year, he amassed 266,363 votes for the MPD award and saluted fans for affording him this privilege. “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.” 

Another MPD seems to be on the rise. And it is none other than Chase Elliott’s teammate, Kyle Larson.

Edging close to the top

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Well, Kyle Larson has already achieved multiple milestones in motorsports. Having been dubbed as one of the greatest racers ever, Larson is versatile. Over the past year, he has gotten behind the wheel of NASCAR Cup Series cars, dirt racing midgets, sprint cars, and also IndyCar vehicles. Most recently, he went to Perth, Australia, and won the $100,000 High Limit Internation. Last year, Larson became the fifth driver to attempt the Double, an 1100-mile exhilarating project involving the Indy 500 and the Coca-Cola 600. Although inclement weather impeded his plans, Larson expanded his fanbase beyond just NASCAR. Frankly, the man lives and breathes success on the racetrack.

Without surprise, Larson is close behind Chase Elliott in the fame game. The No. 5 HMS driver clinched third place in 2024 merchandise sales. In this way, he appears to be the driver with the best chance of toppling Elliott from the Most Popular Driver streak. Larson acknowledged Elliott’s award last year while dropping hints of his own fame as well. “He’s definitely got a large fan base, for sure, in NASCAR. It’s cool to see. I feel like my fan base has grown a lot this year, with getting to do everything that I’ve done (including a first-time appearance in the Indianapolis 500).”

So Kyle Larson may give Chase Elliott a run for his money. Yet the latter already boasts a magnificent milestone – beating NASCAR in its own fame game.