Atlanta Motor Speedway lands multimillion-dollar EchoPark naming rights deal

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

Contract:

• Deal to run until 2031
• 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, whose chairman and chief executive is David Smith. 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.

EchoPark is already the title sponsor of two races on the Cup Series schedule – the EchoPark Automotive Grand Prix at the Circuit of the Americas and the Autotrader EchoPark Automotive 400 at Dover Motor Speedway.

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 28th June. This will be the first race broadcast within TNT’s new five-race package of media rights.

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