HAMPTON, Ga. — It’s amazing what a little paint and a new name can do.
But, in the case of the former Atlanta Motor Speedway, the venerable facility is still there but the name has changed.
Speedway Motorsports and EchoPark Automotive introduced the new identity of Georgia’s only NASCAR track today: the iconic, 66-year-old facility in Hampton is now EchoPark Speedway.
Through a new partnership, the speedway – which hosts two NASCAR Cup Series races annually, including the upcoming June 28 Quaker State 400 Available at Walmart – will carry the EchoPark brand for the duration of a seven-year, multimillion-dollar agreement.
“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 Speedway Motorsports President and CEOÂ 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.”
From restart zone signs to fan zone activations and race entitlements, the pre-owned car dealership chain has leveraged resources across nine Speedway Motorsports facilities nationwide to activate its brand and reach race fans and potential new customers.
Acquiring the naming rights to one of NASCAR’s most iconic tracks is the latest and biggest step in this strategy for EchoPark Automotive.
“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.”
Using this iconic sports venue, which is the largest in all of Georgia, will help EchoPark Automotive share the message of the brand to millions locally and nationally through major televised NASCAR events.
EchoPark Speedway’s entire 850-acre facility has undergone a massive facelift in preparation for its upcoming national debut as the opening race for the TNT portion of the NASCAR broadcast schedule and the kickoff event for the new in-season Cup Series tournament. Fans will see the new EchoPark Speedway’s signature green color and the new track logo across track walls, Victory Lane, and throughout the concourse when they attend the Quaker State 400 Available at Walmart on June 28, or tune in on TNT.
The winner of the race will also receive a “nearly new” EchoPark Chevy Silverado and a trailer equipped with an 85th anniversary, Sturgis Motorcycle Rally Limited Edition Harley-Davidson motorcycle.
“This is a great opportunity to showcase the incredible vehicles we sell at EchoPark and share the exposure with another important entity in our Sonic Automotive family,” said Jeff Dyke, president of Sonic Automotive. “The Sturgis Rally is right around the corner, and we know NASCAR fans and drivers will not only love the new presentation of this track, but also the opportunity to see this limited edition Harley-Davidson presented in Victory Lane.”
Specializing in pre-owned vehicle sales, EchoPark Automotive is one of three operating segments of Sonic Automotive, a Fortune 300 company and one of the largest automotive and powersports retailers in the United States.
EchoPark Automotive operates 17 locations in 13 markets, including Georgia, Tennessee, and Alabama, where a majority of Atlanta NASCAR fans travel from each year to visit the historic speedway.
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