Atlanta Motor Speedway appears to get name change to EchoPark Speedway

It looks like an eagle-eyed NASCAR fan has broken news about a potential rebranding of Atlanta Motor Speedway. How does this sound, race fans? EchoPark Speedway… yeah, I’m not too sure either.

This isn’t the first time that a racetrack has had its naming rights sold to a major sponsor in the sport. Marcus Smith and Speedway Motorsports reconfigured Atlanta into one of the best action tracks in the sport. Now, they have reconfigured the name to give EchoPark the rights, it appears.

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

Everyone remembers when Texas Motor Speedway was Lowe’s Motor Speedway. Sonoma Raceway used to be Infineon Raceway. And remember when Phoenix was ISM Raceway? Of course, Gateway is now World Wide Technology Raceway. This isn’t new in NASCAR, but it is still a little shocking to see.

EchoPark Automotive has put a ton of money into the sport in recent years. Their footprint has largely been around Texas Motor Speedway and COTA. However, this takes it to another level entirely.

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 stepit seems.

Now, the tricky part, at least for EchoPark and Speedway Motorsports, is getting fans to buy in. If everyone just calls it Atlanta and ignores the rebranding, it might not be worth it for the company.

Atlanta Motor Speedway gets name change

With the name change, there isn’t going to be much that is different with Atlanta. This track is still a hybrid intermediate/superspeedway. The racing is going to be electric. We are going to see big wrecks. Someone will complain about the pack racing. But we know what we are going to get.

The question I have is, will we see more Speedway Motorsports tracks take on corporate branding? Stadiums and arenas all over the country have sold the naming rights to big corporations with varying success. Can NASCAR become successful in doing that at multiple tracks?

NASCAR fans are usually not open to change. So, it will be interesting to see how the fanbase embraces or rejects the new naming of the track. Another question I have is, will this delay the NASCAR 25 video game? If they have to reskin Atlanta to EchoPark, how much time will that take?

Atlanta is hosting NASCAR in a month. The summer heat will be bearing down on the track, and the racing itself will be hot. Let’s see how SMI and Marcus Smith introduce this new name and judge later. Can’t complain about investment in the sport, that’s for sure.