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Atlanta Motor Speedway announces name change as part of multi-million-dollar agreement

Nick Profile Picby: Nick Geddes06/03/25NickGeddesNews
Atlanta
Jason Allen-Imagn Images

Atlanta Motor Speedway has a new name. Speedway Motorsports CEO Marcus Smith announced Tuesday that the 1.54-mile track will now be known as EchoPark Speedway.

The name change is part of a seven-year, multi-million-dollar agreement. EchoPark is owned by Sonic Automotive, whose CEO and chairman is David Smith, brother of Marcus Smith. The latter owns and operates Atlanta, making this an agreement between Smith family properties.

“We’re thrilled to partner with an innovative, customer-focused company like EchoPark Automotive as the entitlement partner of our newly named EchoPark Speedway,” Marcus Smith said in a statement. “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.”

This was expected as this past weekend, a fan on Reddit (u/Positive_Action_7539) posted a picture of the grandstands. Where it would normally say “Atlanta Motor Speedway,” it now says “EchoPark Speedway.”

EchoPark Speedway?
byu/Positive-Action-7539 inNASCAR

Atlanta enters new era in NASCAR

Monday, the track sent out a release teasing a “major news announcement” for Tuesday at 11:30 p.m. ET. Marcus Smith, track general manager Brandon Hutchinson and Georgia Gov. Brian Kemp were revealed to be present for the announcement. Christopher Bell of Joe Gibbs Racing and Ross Chastain of Trackhouse Racing were also unveiled as attendees.

EchoPark already has a substantial presence in NASCAR. The car dealership serves as the main sponsor for the Cup Series race at COTA. Along with the new name, it looks like the grandstands got a new paint job as well. A lot of change at Atlanta in recent years and this is just the next step.

Formerly known as Atlanta International Speedway, the track has been hosting Cup races since 1960. It’s recognized as one of the more exciting tracks on the schedule due to its intermediate/superspeedway layout, and it hosts two races each season.

Atlanta’s second date comes later this month, the Quaker State 400 Available at Walmart. The race, broadcasted on TNT, kicks off the inaugural five-race NASCAR In-Season Tournament.

“We have enjoyed serving guests in the Atlanta metro area since EchoPark Atlanta opened its doors in 2020,” David Smith said. “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.”