Atlanta Motor Speedway is getting a new name, which might already sound familiar to NASCAR fans. The track officially announced that the speedway will now be known as EchoPark Speedway, marking a major rebrand for one of NASCAR’s most historic venues.
The name change comes as part of an expanded partnership between Speedway Motorsports and EchoPark Automotive, a pre-owned car retail brand owned by the Smith family — the same family behind Speedway Motorsports itself. This move continues a broader effort by the group to integrate its business more deeply with its racing properties.
EchoPark has been a growing presence in NASCAR in recent years. The brand has previously served as title sponsor for the EchoPark Automotive Grand Prix at Circuit of The Americas and several Xfinity Series events, including the EchoPark 250, held in Atlanta. In early 2025, EchoPark filed a trademark for the name “EchoPark Speedway,” foreshadowing the venue rebrand announced this week.
With the name change, EchoPark becomes one of the few brands with direct naming rights over a full NASCAR venue, underscoring how linked the company has become with the sport. Notably, Charlotte Motor Speedway was called “Lowe’s Motor Speedway” for 10 years, between 1999 and 2009, but its original name returned in 2010 and has been the same ever since. Phoenix Raceway had a brief rebrand to “ISM Raceway” between 2018 and 2019, but the name was never popular among fans. Sonoma (Infineon) and Gateway (World Wide Technology Raceway) are other recent notable brand changes.
Originally opened in 1960, the 1.54-mile quad-oval has hosted countless legendary moments in NASCAR history, including the championship finale from 1987 to 2000, in addition to 1960 and 1962.
The venue was entirely reconfigured following the 2021 race, transforming it into a high-speed superspeedway-style track that produces pack racing similar to Daytona and Talladega. Since then, Atlanta (now EchoPark Speedway) has earned a new reputation as one of the most unpredictable tracks on the schedule, as well as “the hottest ticket on the market,” a claim made by Dale Earnhardt Jr. You can learn more about Atlanta’s evolution throughout the years by tapping the link below
Racing fans can expect the same action-packed NASCAR weekends in Hampton, Georgia, now under a new name. EchoPark’s branding will be fully integrated into the venue and throughout the facility’s promotions for at least 7 years, with a multi-million dollar agreement. This marks the first full naming-rights deal for a Speedway Motorsports-owned NASCAR Cup Series track in several years and signals a continued push toward cross-brand integration in motorsports.
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