One of NASCAR’s most iconic venues has a brand-new identity.
On Tuesday, Speedway Motorsports, Inc. and the track formerly known as Atlanta Motor Speedway announced a partnership with EchoPark Automotive, which will see the brand serve as the title sponsor of the 1.54-mile racetrack for the next seven years.
The racetrack, which hosts a pair of NASCAR Cup Series events on its superspeedway-like configuration, will be known as EchoPark Speedway for the duration of the seven-year, multi-million-dollar agreement.
“We have enjoyed serving guests in the Atlanta metro area since EchoPark Atlanta opened its doors in 2020,” said David B. Smith, Chairman and CEO of Sonic Automotive. “This partnership allows us to share the value of the exceptional EchoPark car-buying experience with more guests in Atlanta and the surrounding area who enjoy the excitement of NASCAR racing at this iconic venue.”
Specializing in pre-owned vehicle sales, EchoPark Automotive is one of three operating segments of Sonic Automotive, Inc., a Fortune 300 company and one of the largest automotive and powersports retailers in the United States.
The company currently operates 17 locations in 13 markets, including Georgia, Tennessee, and Alabama, where the majority of Atlanta NASCAR fans travel from each year to visit the historic speedway.
EchoPark Automotive already has deep roots in NASCAR, serving as the title sponsor of the NASCAR Cup Series event at Circuit of The Americas, while also serving as the naming rights sponsor of the ‘restart zone’ at all Speedway Motorsports racetracks, including what was formerly known as Atlanta Motor Speedway.
“This is a great opportunity to showcase the incredible vehicles we sell at EchoPark and share the exposure with another important entity in our Sonic Automotive family,” said Jeff Dyke, President of Sonic Automotive. “The Sturgis Rally is right around the corner, and we know NASCAR fans and drivers will not only love the new presentation of this track, but also the opportunity to see this limited-edition Harley-Davidson presented in Victory Lane.”
The winner of the inaugural event at EchoPark Speedway will receive a “nearly new” EchoPark Chevy Silverado and a trailer equipped with an 85th Anniversary, Sturgis Motorcycle Rally Limited Edition Harley-Davidson motorcycle.
“We’re thrilled to partner with an innovative, customer-focused company like EchoPark Automotive as the entitlement partner of our newly named EchoPark Speedway,” said Marcus Smith, CEO and President of Speedway Motorsports. “EchoPark Automotive is as committed to exceptional customer service as we are, and we know that together we’ll elevate our fan experience to a new level unmatched for Southern hospitality. This partnership will fuel great experiences for fans attending our speedways for years to come.”
The racetrack has a storied history in NASCAR, hosting races every year since it opened as Atlanta International Raceway in 1960. From 1987 to 2000, the racetrack hosted the season-finale for the NASCAR Cup Series, and in 1992, saw a major changing of the guard, as Richard Petty competed in his final race while Jeff Gordon made his debut.
EchoPark Speedway will host both the NASCAR Cup Series and NASCAR Xfinity Series later this month, during the Quaker State 400 race weekend, which will also kick off NASCAR and TNT’s mid-season tournament. Those events will take place from June 26 to 28
