EchoPark signs multimillion-dollar deal for Atlanta Motor Speedway naming rights

EchoPark has secured the naming rights to Atlanta Motor Speedway for the next seven years in a multimillion-dollar agreement.

Contract:

• EchoPark branding will appear on the track walls, in victory lane, and throughout the concourse area.
• ‘EchoPark Speedway’ is already displayed on the tower above the grandstands

Context:

EchoPark Automotive is an arm of Sonic Automotive, which counts David Smith as its chairman and chief executive. David Smith is the brother of Marcus Smith, president and chief executive of Speedway Motorsports. Speedway Motorsports operates the track now known as EchoPark Speedway and, of course, both Speedway Motorsports and EchoPark Automotive were founded by David and Marcus’ father, Bruton Smith.

Comment:

“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 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.”

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

Coming next:

Atlanta, which hosted the second Nascar Cup Series race of the season, will welcome another visit from the series on June 28th. This will be the first race that falls in TNT’s new five-race package.

Go deeper:

• What Nascar’s TV, sponsorship and social media data reveals about the series in 2025
• Has Nascar made the right call with its US$7.7bn TV deal?