IndyCar's partnership with Parkside Collectibles for trading cards is proving to be a major success, leading the championship's merchandise performance in 2024.

The initiative, inspired by Chip Ganassi Racing's charitable trading card program with the American Legion in 2023, has created a new wave of fan engagement. Following the success of trading cards in Formula 1 and NASCAR, where rare cards can fetch over $50,000, IndyCar's program is set to expand in 2025.

The collection has sparked grassroots enthusiasm, with drivers like Jack Harvey and Conor Daly organizing special meet-and-greet events with collectors, fostering a stronger community connection.

For 2025, Penske Entertainment plans to enhance the program with:

• More signature cards
• Limited-edition relic cards featuring pieces of drivers' gear
• Expanded customization options
• Special race weekend memorabilia

According to Alex Damron, Penske Entertainment VP of communications, the trading card program is particularly valuable because "collecting is an interactive hobby that makes lifelong fans," suggesting a long-term strategy for growing the sport's fanbase.

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