According to NASCAR, racing fans spend about $2 billion on
NASCAR-related merchandise (i.e., clothes, souvenirs, die-cast cars,
"Approximately 200 licensees sell NASCAR products such as die-cast
cars, apparel, hats, clocks and watches. Total annual licensing
revenue for NASCAR is approximately $2 billion."
Another report puts the figure at $1.5 billion.
"...NASCAR racing is considered the number one spectator sport in
America, with an estimated 75 million fans and more than $1.5 billion
in NASCAR branded retail merchandise sales."
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I hope this helps.