Georgia's favorite track is taking on a name change as part of a massive deal. Atlanta Motor Speedway is now EchoPark Speedway.
According to a press release, Speedway Motorsports and EchoPark Automotive have agreed on a seven-year, multi-million-dollar deal that rebrands the 1.5-mile drafting track ahead of the June race weekend. This rebrand has led to "a facelift" at the track as SMI has added the EchoPark green and EchoPark logo to the track walls, victory lane, and concourse.
EchoPark Automotive is part of the Sonic Automotive, Inc. family. The Smith family, which owns Speedway Motorsports, owns Sonic Automotive. David Bruton Smith, brother of SMI CEO Marcus Smith, is the director of Sonic Automotive. EchoPark Automotive has 17 locations in 13 markets, including Georgia, Tennessee, Alabama, and North Carolina.
EchoPark Automotive already has an extensive presence across the SMI properties. The car dealership has been the entitlement sponsor of multiple races, including this season's EchoPark Automotive Grand Prix at Circuit of the Americas, and it has taken over restart zones at multiple tracks.
#NewProfilePic pic.twitter.com/Epf14fUBGj
— EchoPark Speedway (@EchoParkSpdwy) June 3, 2025
"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."
The name change at Atlanta Motor Speedway also increases the stakes of the June 28 Cup Series race. A playoff spot was already on the line, but now drivers will race for a different prize.
The winner of the night race, according to SMI, will leave the track with a "nearly new" Chevrolet Silverado, trailer, and 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 Speedway Motorsports President and CEO Marcus Smith.
"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 speedway for years to come."