Atlanta Motor Speedway, one of NASCAR’s iconic racing venues, has officially been renamed EchoPark Speedway following a landmark seven-year naming rights agreement with Sonic Automotive’s EchoPark Automotive brand. This rebranding marks a significant evolution in the track’s legacy, reinforcing its importance as a modern hub for motorsports while reflecting EchoPark’s growing influence in the automotive retail space.
The deal between Speedway Motorsports, which owns the track, and Sonic Automotive underscores a strategic alignment between two industries that value speed, performance, and innovation. EchoPark Automotive, a fast-growing retailer of nearly new vehicles, sees the partnership as a way to deepen its brand visibility and connect with millions of motorsports fans across the country.
As EchoPark Speedway, the facility will maintain its high-profile race weekends, including its two annual NASCAR Cup Series events. The renaming signals more than just a change in signage—it represents a shared vision for excellence, customer experience, and future growth. Fans can expect enhanced experiences at the venue, including improved fan engagement initiatives, digital activations, and EchoPark-branded attractions that bring added energy to race weekends.Speedway Motorsports President and CEO Marcus Smith emphasized the historical importance of Atlanta while embracing its next chapter: “This partnership with EchoPark ensures that the spirit of competition and innovation lives on, while helping us invest in the future of this iconic speedway.”
The collaboration also highlights the increasing role of corporate partnerships in modern motorsports. With this long-term agreement, EchoPark Speedway is poised to continue thrilling fans while symbolizing a new era where tradition and transformation go hand in hand. The track, known for its speed and legacy, now carries a name that reflects forward momentum—both on and off the asphalt.
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