Atlanta Motor Speedway, the legendary 1.54-mile track in Hampton, Georgia, has officially been renamed EchoPark Speedway. The announcement came Tuesday during a press conference held at the Marcy Scott Media Center, where executives, politicians, and drivers gathered to unveil the track’s new identity.
The change is the result of a new seven-year, multi-million-dollar naming rights agreement between the speedway’s owner, Speedway Motorsports, and EchoPark Automotive—a national used car retailer with both online and physical locations.
Speedway Motorsports President and CEO Marcus Smith called the partnership a perfect fit. “We’re thrilled to partner with an innovative, customer-focused company like EchoPark Automotive as the entitlement partner of our newly named EchoPark Speedway,” Smith said. “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.”
The event featured remarks from Georgia Governor Brian Kemp, EchoPark Speedway Executive VP and GM Brandon Hutchison, and NASCAR Cup Series drivers Christopher Bell and Ross Chastain. The new branding takes effect ahead of a major race weekend at the end of June.
The upcoming Quaker State 400 Available at Walmart, set for Saturday, June 28 at EchoPark Speedway, will serve as the kickoff for NASCAR’s first-ever in-season tournament. In this five-race, bracket-style format, 32 Cup Series drivers will compete for a $1 million prize.
The winner of the Quaker State 400 will also receive an EchoPark-sponsored prize package: a “nearly new” Chevrolet Silverado, a trailer, and the first of 26 limited edition Sturgis Motorcycle Rally Harley-Davidson motorcycles commemorating the event’s 85th anniversary.
The naming rights deal also highlights a close-knit corporate connection. EchoPark’s parent company, Sonic Automotive, is led by David B. Smith—the brother of Speedway Motorsports CEO Marcus Smith. Sonic, like Speedway Motorsports, is a Smith-family enterprise.
Sonic Automotive President Jeff Dyke sees the new partnership as an opportunity to spotlight EchoPark’s inventory. “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,” Dyke said. He also noted the tie-in with the upcoming Sturgis Rally, saying NASCAR fans will appreciate “the opportunity to see this limited edition Harley-Davidson presented in Victory Lane.”
EchoPark Speedway has deep roots in NASCAR history. Its first Cup Series race took place in July 1960 and was won by Fireball Roberts. Since then, it has hosted 122 NASCAR Cup Series events, along with 38 Xfinity Series races and 24 Craftsman Truck Series races.
Most recently, Christopher Bell claimed victory at the track in the February running of the Ambetter Health 400.