While totals can change from week to week, NASCAR's top drivers in merchandise sellers typically are Dale Earnhardt Jr., Tony Stewart, Jeff Gordon, Jimmie Johnson and Kyle Busch.

Since 2007, his final season at Hendrick Motorsports, Busch has climbed from 27th to fifth in at-track sales, according to Joe Gibbs Racing officials.

That climb in such a short time is staggering.

"We've never had a driver that was established with another vehicle and another team go from a 20th- to 25th-place driver in sales to fifth," said Chris Williams, vice president of trackside sales for Motorsports Authentics.

Busch's climb is easy to understand. He reaches a wide-range of fans, notes J.J. Damato, director of licensing for Joe Gibbs Racing.

Damato said that younger fans, who also are into extreme action sports, like Busch's style. Busch also reaches older fans, who liken Busch to Dale Earnhardt in his driving style and brashness. Sponsor M&M's entices women and children with its family-friendly product, giving Busch a platform few enjoy.

"The way to improve that," Busch said of his sales, "... is to just keep doing what we've been doing and that's to win races. And do things that spark ... people."

-- Dustin Long