Atlanta Motor Speedway will be known as EchoPark Speedway for the next seven years in a multi-million-dollar agreement announced on Tuesday.
EchoPark Automotive is an arm of Sonic Automotive, which is owned by David Smith. It is one of the largest automotive and powersports retailers in the United States, and can be found in 13 markets, including Georgia.
Smith is the brother of Speedway Motorsports president and CEO Marcus Smith and son of the late Bruton Smith. Speedway Motorsports is the operator of what is now known as EchoPark Speedway.
“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 branding for EchoPark will be on the track walls, in victory lane, and throughout the concourse area. EchoPark Speedway is already proudly displayed on the tower above the grandstands.
The winner of the NASCAR Cup Series race at EchoPark Speedway on June 28 will also receive a “nearly new” EchoPark Chevy Silverado and a trailer that is equipped with an 85th Anniversary, Sturgis Motorcycle Rally Limited Edition Harley-Davidson motorcycle. EchoPark is also not new to NASCAR as it has been a race entitlement sponsor and has had branding at Speedway Motorsports facility in the past.
“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. “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.”
