NASCAR’s merchandise isn’t just about slapping logos on T-shirts; rather, it’s a cultural juggernaut that’s been weaving itself into the fabric of pop culture. From John Cena rocking a Daytona International Speedway tee in “The Fast and the Furious” to NFL star Alvin Kamara rolling up in a NASCAR-branded Toyota Supra, the sport’s gear is making waves far beyond the track. NASCAR’s licensing division is on fire, riding a wave of motorsports hype with collaborations that range from fashion brands to Hollywood studios and even dog toy subscriptions. Trackside sales in 2023 jumped 27%, the biggest haul for NASCAR and driver gear since 2015, proving fans are hungry for the stuff.

The Earnhardts, NASCAR’s royal family, still rule the merch game. In 2024, Dale Earnhardt Sr. and Dale Jr. landed at Nos. 9 and 11 in driver sales, even with Sr.’s passing in 2001 and Jr.’s retirement in 2017. Strip out the NASCAR brand itself, which hit No. 2, and both would crack the top 10. Their staying power shows NASCAR’s multi-generational pull, with fans still rocking vintage No. 3 gear like it’s 1998.

This merch boom isn’t just trackside, it’s everywhere. NASCAR’s tied into Disney’s “Cars,” Lucasfilm’s “Star Wars” shirts, and Barstool Sports collab, making gear a lifestyle statement. But not everyone’s thrilled with NASCAR’s merch machine, especially as the sport heads to Mexico City for its first Cup points race since 1958. Fans are airing their gripes, and they’re not holding back.

Jeff Gluck’s recent X post sparked a firestorm: “Count how much NASCAR merch is in these pics for Cup practice. Interesting to see the fans here largely don’t have any NASCAR gear.”

The replies laid bare a growing frustration, especially among Latino fans at Mexico City’s Autódromo Hermanos Rodríguez. One fan didn’t mince words: “Bro, have you seen NASCAR merch lately? It’s like choosing between rent and a Kyle Busch hoodie.” Fans are fed up with sky-high prices for shoddy gear. A $50 Kyle Busch shirt that cracks after one wash, graphics faded and flaking, feels like a rip-off. Reddit’s buzzing with complaints about Fanatics’ cheap materials, “cardboard” textures, and inconsistent sizing, making a hoodie feel like a luxury fans can’t afford. Next thing you know, there was a flood of comments and complaints fans had about the current situation with NASCAR merchandise.

NASCAR fans are fed up with sky-high merchandise prices

Another fan aimed for the bigger picture: “US sports are managed for the One Percent. Meanwhile, middle-class families find predatory pricing and gotcha! fees: tickets, food, vulgar merchandise… a disgrace.” NASCAR’s $75 Crocs collab was a lightning rod, with fans calling it “overpriced” and a “hard pass,” insisting $35 would’ve been fair. Reddit users rip Fanatics’ monopoly, pointing to poor quality, sketchy checkout practices, and lousy customer service.

Mexican fans face their own hurdles, as one pointed out: “In Mexico, many people follow NASCAR, but you can’t find NASCAR merchandise anywhere, and taxes and shipping make it expensive to buy from American sources. I hope they sell a lot of it this weekend.” Despite the NASCAR México Series’ popularity, Cup Series gear is scarce in Mexican stores, and steep shipping plus customs duties make online orders a nightmare. International fans, including Canadians, echo this, highlighting a gap NASCAR’s yet to bridge, even as Mexico City hosts a historic race.

Formula 1’s dominance in Mexico adds context, as a fan noted: “I really wouldn’t expect Mexican nationals to not have anything other than formula one merchandise. NASCAR hasn’t been there in nearly 20 years. And Suarez is not a superstar.” F1’s Mexico City Grand Prix packs in 400,000 fans, with eight merch stores and team shops for Ferrari and Red Bull. Sergio “Checo” Pérez’s stardom, driving a 305% surge in F1 gear sales in 2022, dwarfs NASCAR’s presence. Daniel Suárez, despite his Mexican roots, lacks Checo’s pull, and NASCAR’s 20-year Cup absence explains why F1 gear dominates.

Yet, not all’s bleak, as a northern Mexico fan shared: “Where I live, northern Mexico, I’ve seen a lot of nascar merch on the streets, mainly early 2000s merch, even one time I saw a car painted as the dale Earnhardt #3 on a garage haha.” Vintage NASCAR gear, especially Earnhardt’s, thrives in Mexico for its durability and nostalgia. Reddit users praise throwback tees as “collectible”. A No. 3-painted garage shows an underground love for NASCAR’s legends, even if modern merch falls short.

These reactions aren’t just gripes; rather, they’re a wake-up call. Latino fans want to rep NASCAR, but high prices, poor quality, and scarce access are barriers. As Mexico City’s race puts the sport in the global spotlight, NASCAR’s merch missteps risk alienating a passionate fan base eager to wear their pride.