Race Weekend Central

NASCAR Exploring Possible Changes to ‘Souvenir Row’ at Tracks

As originally reported by Tripp Mickle of the Sports Business Journal’s Sports Business Daily, NASCAR is currently evaluating making changes to the merchandise and shopping experience at tracks nationwide. For decades, fans have flocked to ‘Souvenir Row’ at the tracks they visit and purchased their favorite driver’s newest gear from the side of a hauler painted to look like the same transporter that is carrying the Sprint Cup car of that driver. This almost iconic part of race weekends may soon change according to Mickle’s story.

The changes may include reducing the number of merchandise haulers at tracks each weekend, create new areas for shopping enclosed in tents, or discontinuing to bring each driver’s merchandise hauler to tracks all together.

“We have no changes to report, but look forward to providing our fans with an outstanding shopping experience at track this weekend and throughout the season,” said NASCAR VP of Licensing and Consumer Products, Blake Davidson in a statement.

Motorsports Authentics, a motorsports merchandise licensing company owned by International Speedway Corp. (ISC), reportedly had sales decline from over $2 billion back in 2008, to $1 billon two years later in 2010.

The decline in sales, attendance numbers at tracks and the cost of transporting the over 20 haulers each week to NASCAR Sprint Cup events has put an enormous financial burden on Motorsports Authentics and NASCAR, making the need to re-evaluate how trackside merchandise is sold and how the experience can be improved so critical.

About the author

Greg has been with Frontstretch since 2014. A life-long NASCAR follower armed with an extensive sport and digital marketing background, Greg assists the marketing team and helps to manage relationships with some of the website's sponsors. From time to time his work appears on Frontstretch, focusing on the business side of racing and how financial partnerships are affecting the sport. He and his family reside in southern Connecticut.

Sign up for the Frontstretch Newsletter

A daily email update (Monday through Friday) providing racing news, commentary, features, and information from Frontstretch.com
We hate spam. Your email address will not be sold or shared with anyone else.

Inline Feedbacks
View all comments
Tim S.

Prices start at $50 and it all looks the same except for the team and a color or two. No wonder sales are down.


I quit buying when a refridge magnet topped $7.99


When the quality of the product drops and the price goes up what do they think will happen? DOH!


I went to the Dover NW race just to browse the haulers. Since the NW series isn’t even racing I knew no one would be there and I could get in and out easily. I do like shirts with drivers other than the popular half dozen and the haulers are about the only place to find them. Now they are going to do away with the haulers. NASCAR could not provide a less enjoyable fan experience if they tried.

Share via