Georgia's Atlanta Motor Speedway Renamed EchoPark Speedway

The Atlanta Motor Speedway has been officially renamed EchoPark Speedway following a seven-year, multimillion-dollar partnership between Speedway Motorsports and EchoPark Automotive, a pre-owned car dealership under Sonic Automotive. This rebranding, announced in late June 2025, is part of a strategic effort to deepen the integration between the Smith family's automotive business and their racing properties. EchoPark Speedway, located in Hampton, Georgia, is the state's only NASCAR track and will host two NASCAR Cup Series races annually, including the upcoming Quaker State 400 Available at Walmart. EchoPark Automotive, which has a strong presence in NASCAR sponsorships, aims to leverage the venue's large fan base to promote its brand, while the speedway plans to enhance the fan experience with new visual elements and prize giveaways. The track, originally opened in 1960 and formerly known as Atlanta International Raceway, is known for its high-speed superspeedway layout and storied NASCAR history. This renaming marks one of the few instances where a full NASCAR venue carries a corporate-sponsored name, reflecting evolving branding trends in the sport.