Atlanta Motor Speedway rebranded in seven-year, multi-million dollar deal

EchoPark is owned by Sonic Automotive, which was founded by Bruton Smith, the former CEO of Speedway Motorsports Inc. (SMI). SMI owns Atlanta Motor Speedway, Las Vegas Motor Speedway, Charlotte Motor Speedway, Bristol Motor Speedway, Nashville Superspeedway, New Hampshire Motor Speedway, Dover Motor Speedway and North Wilkesboro Speedway, Texas Motor Speedway and Sonoma Raceway. Bruton Smith's son, Marcus, is the current CEO of Speedway Motorsports. 

EchoPark Automotive has been actively involved in brand activation at SMI venues over the past several years. This included sponsorship of the Cup Series race at Circuit of the Americas — a track SMI leases for a weekend of NASCAR competition — from 2021 to 2025, as well as the fall race at Texas Motor Speedway from 2020 to 2024. EchoPark Automotive will also be the title sponsor of the Cup Series race at Dover Motor Speedway on July 20. 

The announcement comes just weeks before NASCAR hosts its second race weekend of the year at the facility. The NASCAR Xfinity Series will race at EchoPark Speedway on June 27, while the Cup Series will begin its in-season tournament at the track on June 28.