IndyCar Trading Cards Fuel Fan Growth with Collector Success
Racing memorabilia reaches new heights as IndyCar's partnership with Parkside Collectibles proves to be a major success in 2024, setting the stage for an expanded program in 2025.
Racing driver signing fan autographs
The trading card initiative, which became Penske Entertainment's top-performing new product in 2024, has created an interactive hobby that helps build lifelong fans. This success follows Chip Ganassi Racing's charitable trading card program in 2023, which initially rekindled interest in this collectible format.
Following the success of similar programs in Formula 1 and NASCAR, where rare cards can fetch over $50,000, IndyCar's collection is expanding for 2025 with several enhancements:
- More signature cards from drivers
- Limited-edition relic cards featuring race-used equipment
- Customized collections with runs as small as 10-100 cards
The program has already sparked grassroots engagement, with drivers like Jack Harvey and Conor Daly organizing special meet-and-greet events with collectors. According to Alex Damron, Penske Entertainment VP of communications, this community-building aspect has been particularly valuable for the series.
These trading cards represent a strategic shift beyond traditional merchandise like driver jerseys and diecast cars, offering fans a more personal and interactive way to connect with the sport. The initiative's continued expansion signals IndyCar's commitment to growing its fanbase through innovative merchandising approaches.