Atlanta Motor Speedway in Georgia, a staple on the NASCAR Cup calendar since 1960, will now operate under a new name as the series returns this summer. The venue has been rebranded as Echopark Speedway following a lucrative seven-year deal with Echopark Automotive, a used car retailer owned by Sonic Automotive. The signage at the track has already been updated to reflect the new name.
Echopark Automotive is led by David Smith, who is the brother of Marcus Smith, the CEO of Speedway Motorsports—the company that owns Atlanta Motor Speedway along with several other NASCAR tracks. David Smith expressed optimism about the partnership, emphasizing the opportunity to extend the outstanding car-buying experience of Echopark to NASCAR fans in Atlanta and nearby areas.
Echopark Speedway will host two NASCAR Cup events annually, with the first race of the season tournament, valued at $1 million and airing on TNT, scheduled for June 28. The winner will receive a unique prize pack including a Chevrolet Silverado trailer from Echopark and a limited edition Harley Davidson Motorcycle tied to the Sturgis Motorcycle Rally.
Marcus Smith praised Echopark Automotive for their customer-focused ethos, noting the partnership will enhance fan experiences and showcase Southern hospitality at the track. Naming rights deals like this are common in NASCAR, with other tracks such as Charlotte, Sonoma, Fontana, Phoenix, and Gateway having undergone similar rebranding efforts.
Fan Take: This rebranding signals a growing trend of innovative partnerships in NASCAR that not only boost financial support but also enrich fan engagement. The Echopark Speedway name brings fresh excitement and commercial strength to one of NASCAR’s iconic venues, highlighting the sport’s evolving landscape both on and off the track.
