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Written by: E. George
Published June 4, 2025 @ 8:05 PM ET
FULTON COUNTY, Ga. – Georgia’s iconic NASCAR track has officially undergone a major rebranding, as Speedway Motorsports unveiled a new name and partnership this week that ties the 64-year-old venue to a rising player in the automotive retail industry. Atlanta Motor Speedway will now be known as EchoPark Speedway, following a multi-year naming rights agreement with EchoPark Automotive.
The announcement was made during a high-profile event attended by Georgia Governor Brian Kemp and leaders from both Speedway Motorsports and EchoPark Automotive. The new name, signage, and branding will debut in front of a national audience during the Quaker State 400 on June 28, the opening race of TNT’s newly launched NASCAR broadcast slate.
EchoPark Automotive, a division of Sonic Automotive, secured the naming rights through a seven-year deal reportedly valued in the multimillion-dollar range. The agreement marks Speedway Motorsports’ first naming rights partnership for one of its tracks in over a decade. The rebranding brings a striking visual overhaul, with EchoPark’s distinctive green logo now prominently displayed around the 850-acre facility in Hampton.
The partnership is rooted in a shared corporate heritage. Both Speedway Motorsports and EchoPark Automotive are helmed by members of the Smith family, a dynasty that has long shaped the modern motorsports industry. Marcus Smith leads Speedway Motorsports, while his brother David Smith heads Sonic Automotive, EchoPark’s parent company.
EchoPark’s involvement in NASCAR has grown steadily in recent years, with the brand activating marketing efforts at nine Speedway Motorsports venues. The company operates 17 locations in 13 markets, many of which align closely with NASCAR’s southeastern fan base, including Georgia, Alabama, and Tennessee. The move to secure the naming rights reflects a broader strategy to boost EchoPark’s visibility among racing enthusiasts.
In addition to the new name, fans attending the Quaker State 400 can expect a fresh visual identity at the venue, including revamped track walls, signage, and a redesigned Victory Lane. As part of the race day celebrations, the winning driver will receive a suite of unique prizes, including a limited-edition Harley-Davidson motorcycle and a nearly new Chevrolet Silverado, an unusual but fitting twist for a track now sponsored by a used-car retailer.
The track itself has undergone significant changes in recent years. A 2021 reconfiguration introduced steep 28-degree banking, transforming the oval into a high-speed superspeedway-style layout. The redesign has produced some of the closest finishes in recent NASCAR history, helping reinvigorate interest in the Atlanta race weekend.
This rebranding places EchoPark Speedway alongside a growing list of NASCAR venues with corporate names, such as World Wide Technology Raceway and Phoenix Raceway. It also echoes a past era when Speedway Motorsports dabbled in naming rights, most notably with Charlotte Motor Speedway’s former identity as Lowe’s Motor Speedway from 1999 to 2009.
The newly named EchoPark Speedway carries forward a rich legacy, having hosted pivotal NASCAR moments, including the dramatic 1992 season finale that marked Richard Petty’s final race and Jeff Gordon’s debut. Organizers hope the new identity will blend tradition with innovation, ensuring the track remains a centerpiece of NASCAR’s calendar.
Fans can find ticket information, event schedules, and camping options for the June 26–28 NASCAR weekend at EchoParkSpeedway.com.
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