Ryan: Following the money in NASCAR merchandise is a difficult path for drivers

There is no greater evidence of Kyle Larson’s emergence as a star than how he is driving the narrative in every way on a daily basis. Whether it’s winning every time he hops in a sprint car, leading the points in the Cup Series or fostering impassioned debates over grass-roots crossovers and stock-car traditions, the soft-spoken Larson has become one of the strongest voices in auto racing. This week, he put drivers’ merchandising revenue front and center with a single tweet that had massive traction Monday, drawing response from drivers, fans and industry members. More than I’ve made all year in NASCAR sales…. 👍🏼 https://t.co/IWmsG93qpv — Kyle Larson (@KyleLarsonRacin) July 3, 2017 So Larson is taking in more money off a night of dirt racing in Spring Run, Pennsylvania, than he has from nearly a half-season of racing around the country in Cup? Well, yes, of course he is (and it would come as no surprise to the Chip Ganassi Racing driver, who has raced dirt for more than a decade). Larson could have sold 25 times as much in NASCAR gear over the first 17 Cup races and possibly still lag behind his take-home pay as a dirt-track megastar…. Read full this story

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