NASCAR: Trackside shopping set to change as part of new Fanatics deal (UPDATED)

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The familiar merchandise haulers at NASCAR tracks will be reduced in favor of a central superstore made up of climate-controlled tents. Credit: NASCAR

“Souvenir Row” is soon going to look a lot different.

For many years at NASCAR tracks, fans have flocked to groups of merchandise haulers to pick up T-shirts, jackets, hats, and other nick-nacks that represent their favorite drivers.

But the trackside shopping experience will soon change.

Sports merchandise company Fanatics has signed a 10-year agreement with NASCAR and NASCAR Team Properties to become the primary retailer of series, team, and driver gear at all Sprint Cup events.

As part of that, the familiar haulers will be gradually reduced in favor of a central superstore made up of climate-controlled tents as well as, in some instances, smaller retail areas around the track.

Fanatics’ apparel division will also produce its own NASCAR merchandise to complement the current lines from other authorized licensees.

The company has already partnered with many other sports leagues, teams, schools, and organizations including NBC Sports.

“Fanatics is extremely excited to partner with NASCAR and NASCAR Team Properties to greatly expand their at-track retail presence,” said company president Ross Tannenbaum in a release.

“We have taken the time to listen to what the fans, teams, drivers and NASCAR were asking for and look forward to using our market-leading scale, technology and production capabilities to deliver an improved and entertaining shopping experience for years to come.”

While things will, more or less, remain as they are now at Daytona Speedweeks next month, noticeable changes should be in place by mid-season. The new model is expected to be fully implemented by 2016.

In an interview with MotorSportsTalk this afternoon, NASCAR executive vice president/chief marketing officer Steve Phelps said that placement of the superstore and its satellite areas during a race weekend will depend on the tracks themselves.

“If you’ve got 150,000 fans going to Daytona, that may look different than a track that serves a smaller number of fans both from a footprint standpoint as well as the number of fans that are attending, as obviously some facilities hold more than others,” he explained. “We’re working through all of that with the people at Fanatics as well as with the race tracks.”

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Within the central superstore at the track, fans can expect unique merchandise areas for each driver. Credit: NASCAR

The superstore will feature unique merchandise areas for each driver. Phelps said that this ‘store-within-a-store’ concept will allow for more merchandise per driver on hand, a more diverse array of product, and more pricing points.

And while fan favorites such as Dale Earnhardt Jr., Jeff Gordon, Danica Patrick, and Tony Stewart are likely to have bigger merchandise areas, drivers not as popular will also have spaces for their own gear.

“There will be opportunities for drivers who, frankly, are not selling merchandise at the race track to have an opportunity to have merchandise sold and have their fans be able to show their colors and their driver with pride,” Phelps said.

“What we wanted to make sure we did is that every driver had product out there. We’re servicing drivers who are 30th in the points, not just [first through fifth]. We think that’s a very important thing for the sport.”

If fans are unable to find a specific item in stock, they’ll be able to order from Fanatics’ online NASCAR shop. Phelps also mentioned that, ultimately, fans will have the chance to buy gear from their grandstand seat and be able to either pick it up at the superstore before they leave the track or have it shipped to their homes.

It’s shaping up to be quite a change from the current model of trackside shopping.

Phelps admitted that he expects to see some initial backlash from fans that look at visiting the haulers as a race-weekend tradition – one that enables them not just to buy gear, but to congregate with fellow fans of their driver.

However, he also expects they’ll be able to do that just as well in the specific merchandise areas within the superstore. Throw in a special area for driver appearances and autograph sessions, and the complex stands to be more than a shopping space but a major social hub altogether.

“We think it will create an entirely new way for fans to interact,” he says. “The haulers have been around for 20-25 years. This is the new evolution, and ultimately, we believe that the bulk of the fans are gonna embrace this and really be excited about it.”

Tom Blomqvist keeps eye on IndyCar during impressive rise: ‘ I would love to give it a go’

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DAYTONA BEACH, Fla. – In between two of his latest superstar-driver-in-waiting performances, Tom Blomqvist walked through the Daytona International Speedway garage in anonymity.

“Nobody knows who the (expletive) I am,” he said to a team member with a laugh (and without a trace of being miffed), evincing the cheeky humor of someone born in England, raised in New Zealand and also of Swedish descent.

The lack of recognition in the garage might have been because he was clad in a relatively nondescript shirt, hat and sunglasses instead of a colorful firesuit covered by sponsor logos. But he also was on the way to a Friday race eve media availability where his entrance was greeted by only one reporter (after a few minutes).

During a news conference a day earlier, he sat patiently on the dais while his Indy 500-winning teammates and car owner fielded nearly all the questions – even though Blomqvist had turned maybe the most impressive lap of the month to win the Rolex 24 at Daytona pole position in the debut of the Grand Touring Prototype category.

The Meyer Shank Racing driver still might lack the attention commensurate with his already world-class CV (which expanded Sunday with his second consecutive Rolex 24  victory for MSR), but Blomqvist, 29, clearly isn’t bothered by it.

He carries the quiet confidence of knowing his immense talent will ensure results that will make him impossible to ignore.

“To a degree, I guess, it’s definitely ramped up a lot for me,” Blomqvist told NBC Sports. “In America, I’m starting to get a lot more (attention). In the last year, I’ve quite often got a lot of maybe what you’d call the glory moments. It’s been fun. And within the paddock, there’s a lot of respect for me anyway. It’s been good.”

There have been several moments of acclaim since he joined MSR barely a year ago in the IMSA WeatherTech SportsCar Championship. In his first start for the team at last year’s Rolex 24, Blomqvist turned in a Herculean performance to position the No. 60 Acura for the victory (giving way to Helio Castroneves because he was too “cooked” to complete the last 74 minutes).

He was even better this year at Daytona.

He ripped off a monster “one and done” pole-winning lap to beat the clock in qualifying on the 12-turn, 3.56-mile road course. During the race, Blomqvist was as dominant in his first stint as his last in the ARX-06 while taking the checkered flag. He set the mark for the fastest time on Lap 6 that no one topped over the final 755 laps.

The 10 fastest laps in the race belonged to Blomqvist, carrying over his speed from the 2022 when he won the Petit Le Mans season finale to clinch the premier prototype championship at Michelin Road Atlanta.

A year earlier at the same track, he had burst onto the radar of car owner Mike Shank, who was intrigued by Blomqvist’s results as a BMW factory driver in the Formula E and DTM series. In 2014, Blomqvist also finished between second in F3, between champion Esteban Ocon (now with Alpine’s F1 team) and Max Verstappen (who has won the past two Formula One championships).

“He did a lot of high-level stuff, and then kind of fell out of favor, or I don’t know what happened, but he was a free agent,” Shank said. “I started looking at his numbers, and I’m like, ‘We should test this guy. So I take him to Road Atlanta in the fall of ’21, and he got in the car and just slayed it.”

Within minutes, he had called co-owner Jim Meyer.

“I’ve got our guy,” Shank said. “This is our guy. There’s no question about it.

Honda Performance Development president David Salters hugs Tom Blomqvist after the Rolex 24 at Daytona pole (Mike Levitt/LAT/IMSA).

“Now what’s happened, though, and I think if you look back at the Rolex here last year (and) what he did, he’s a gold nugget. He reminds me a little bit when (Robert) Wickens came into IndyCar out of DTM (as a rookie in 2018).

“He truly believes he’s the fastest guy out there, and he proved it (at the Rolex 24).”

Said David Salters, president for Honda Performance Development: “We love Tom. He’s the real deal, isn’t he? Immensely talented, super smart, and on it.

The great thing about our teams, the strength in depth is tremendous. But if you look through the sports car racing now, that’s the standard you have to have. Tom, brilliant, Filipe (Albuquerque), brilliant. Ricky (Taylor). You can go through that list. They’re all superstars. Tom is awesome. His lap in qualifying quite frankly was unbelievable.”


Having conquered one of the world’s greatest endurance races twice with Acura, Blomqvist could be ticketed for the world’s biggest race next – the Indy 500 — with HPD’s primary brand.

He tested a Dallara-Honda for MSR last October at Sebring International Raceway, and while he plans to focus solely on IMSA this season, he remains very intrigued by IndyCar.

And with Castroneves, 47, beginning a one-year deal with MSR’s IndyCar team, there could be an obvious opening in 2024.

“Obviously, it’s not in the cards this year,” Blomqvist told NBC Sports the day before the Rolex. “Yeah, I would love to give it a go. To be honest, I think that would be an amazing step for me in my career. I enjoy the sports car stuff so much. It’s been really good to me lately. I really enjoyed the style of racing.

“But I feel like IndyCar would be a step up for me and my career. It would be fantastic if I could get that opportunity. But yeah, I guess I have to keep pushing Mike or something to give me a shot. But obviously for now, the focus is here in the sports car stuff. It’s not really down to me at the end of the day. And I’ve got to do my job and then the people who pay the bills and make the decisions obviously have to decide if that’s something worth pursuing.

“But yeah, I’d love to give it a go, and I definitely would be up for it.”

Tom Blomqvist after winning the Rolex 24 at Daytona pole on the final qualifying lap (Mike Levitt/LAT/IMSA).

A transition from IMSA to IndyCar naturally would be easier than switching teams, but it also would be comfortable because Blomqvist already seems such a good fit at MSR.

It might have seemed an unusual pairing given his European-heavy background, but Blomqvist likes the Midwestern culture that’s been built at MSR. Based just outside Columbus, Ohio, the team’s shop has “no egos, and that just enables each and every one of to reach our potential.

“Obviously, with Honda, we obviously have some great resources, but we’re up against Porsche, BMW and some big heavy hitters in the motorsports world,” he said. “I wouldn’t say we’ve got a huge team compared to them, but we’ve obviously got a very capable team, and I think that’s what has been so impressive and really, really nice to see about the work that’s been done. No stone has been left unturned.”


Blomqvist still is living in Europe and planning to commute for the nine-race GTP schedule (which has a nearly two-month break after the Rolex 24 until the Mobil 1 Twelve Hours of Sebring). But though he’s “got good friends in America, so I do have places to stay,” he seems open to being based more permanently near MSR in America.

“Let’s see what the future brings, and if that means me spending more time over here,” he said. “It’s a fantastic team. It’s a different environment to what I’m used to. It’s obviously now a hugely successful team, but it is a small team. It does feel like a very small family-operated team, which it is.

“I think Mike’s really just built this thing. It hasn’t happened overnight. Mike’s a great guy and put a lot of trust and faith in me, and I played a relatively good part in some of the success last year. I was able to reward him and give him my all every time I’m on track, and he respects that. But we are still a small team. In the grand scheme of things, we still are a really, really small team.”

Blomqvist said the BMW factory program would have two or three times the staffing of MSR – just on one of its two GTP cars.

“But it’s not the number of people that makes a difference, it’s the quality of people, and obviously Mike and HPD are a fantastic operation to go racing,” Blomqvist said. “We’re racers at heart.

“I’ve been part of some big outfits, and the European way of working is very, very different to how people go about racing in America. I’d say it’s more seat of your pants. A lot of emotion and kind of rides on that competitive spirt, competitive nature and on their personalities. It’s a lot more pure. It feels very pure. You want to win, so we go out and don’t cut corners on trying to win.”

Though it’s aligned with Liberty Media and has big-budget backing and support from Honda Performance Development, MSR also is much less corporate than most GTP teams.

A longtime and respected team owner who has built a sponsor portfolio, Shank also describes his maniacal dedication to success as “messed up,” and he’s known for dropping vulgarities into postrace interview with his blunt and self-deprecating sense of humor.

Meyer Shank Racing co-owner Mike Shank congratulates Tom Blomqvist on the Rolex 24 at Daytona pole position (Mike Levitt/LAT/IMSA).

With a more laid-back but sometimes just as biting demeanor, Blomqvist has become the team’s unquestioned leader behind the wheel

“I definitely feel a lot more immersed,” he said. “Within the team, I was a bit more of an unknown quantity the start of last year. Obviously after last season, the team trusts me a lot. And that gives me a lot of pleasure, pride and confidence. In this sport, confidence is a huge aspect of drivers’ psychology in a way. We’re in extremely high-pressure moments where my job is to perform under the pressure of these organizations and the brand as well.

“It’s just a good, healthy team to be a part of. It’s a high-pressure environment, but the team obviously have put a lot of faith in me, and I’ve been able to deliver for them on occasions.”

Rolex 24 starting lineup
Tom Blomqvist celebrates after winning the pole in the No. 60 Acura ARX-06 (Mike Levitt/LAT/IMSA).