Success in NASCAR is not only measured by results on the race track but also by fan support. A few drivers have gained a strong fan base in a very short time, and Carson Hocevar is one of them. And if his racing wasn't enough, his merchandise sales have now reached a new feat.

According to Adam Stern of the Sports Business Journal, Carson Hocevar’s diecast sales for his breakthrough Cup Series win at Talladega generated more volume in the 24 hours after the race than any other race-winning diecast sold by Lionel Racing since the fall of 2010.

This means his sales have eclipsed Dale Jr's 2014 Daytona 500 win or Jeff Gordon's final Cup win at Martinsville in 2015.

Lionel and NASCAR forged a partnership in 2010 and have since been selling die-cast models of various NASCAR cars.

The No. 77 driver also has his personal website where he sells his merchandise, like personalized T-shirts, mugs, and other things. According to Stern, his personal website also saw a spike in sales.

He reported, “Hocevar's personal e-commerce site, which has items like a $35 first-win T-shirt, generated nearly $500,000 in sales over the first month after Talladega.”

The popularity is not only limited to his personal website, but a similar pattern of sales spike was seen on NASCAR’s main website, where he is currently the top-selling driverc. 

His maiden win at Talladega, followed by his appearance at the Met Gala, has also helped him gain popularity among non-NASCAR fans.

This is not the only big feat that the No. 77 Spire Motorsports driver has achieved this week. 

Carson Hocevar Finds Himself on the Time 100 List

Carson Hocevar has been quickly gaining popularity through his exceptional racecraft on track, his Twitch streams, and his unfiltered personality. This popularity has gained him the honor of being featured on the 2026 TIME 100 list.

The Spire Motorsports driver was featured in TIME’s Leaders category, where he found himself among various other athletes in various other sports, like NBA star Stephen Curry, Gymnast Jordan Chiles, and golfer Nelly Korda among others.

TIME’s description for Hocevar read:

“Carson Hocevar could very well be the next face of NASCAR. The 23-year-old from Michigan, who claimed his first Cup Series victory in April, possesses a combination of talent and confidence that attracts a fervent following.” 

Carson Hocevar became the first NASCAR driver to be featured in the Time 100 list, and he has only one NASCAR Cup Series win to his name. Let that sink in.

You can read more on the Daytona Racing Digest!

Written by

Chionia Libania Colaco

Edited by

Yash Kotak