Utter Shock With News of Atlanta Motor Speedway Name Change
For the first time in 66 years, Atlanta Motor Speedway will now be known by a new name, according to a press release made early Tuesday by the track’s owner, Speedway Motorsports. The news comes as a shock to many, as the esteemed speedway has been a staple in the NASCAR Circuit since 1960. Many fans feel that the new name, EchoPark Speedway, has stripped the track of its unique identity.
Regardless, owners are adamant that it is merely the result of a new partnership with EchoPark Automotive that will provide more funding. Outsiders perceive Speedway Motorsports as selling out to commercialism, and it’s not a good look. However, changes in any sport are likely to spark controversy, but is it as bad as it seems?
For The Love of Money
The recent bombshell announcement of Atlanta Motor Speedway’s name change and subsequent partnership with EchoPark Automotive is leaving some fans with mixed emotions about the speedway’s future. However, Speedway Motorsports assures that the new partnership will significantly enhance AMS’s reputation and prolong its longevity by leaps and bounds. In Tuesday’s press release, SMS attempted to alleviate any animosity regarding the change by releasing the following statement.
“Through a new partnership, the speedway, which hosts two NASCAR Cup Series races annually, including the upcoming Quaker State 400, available at Walmart on June 28th, will carry the EchoPark brand for the duration of a seven-year, multi-million dollar agreement.” Speedway Motorsports announced.
As suspected, it seems that money was the primary ingredient in the decision to rebrand Atlanta Motor Speedway. The seven-year lucrative multi-million-dollar deal between Speedway Motorsports and EchoPark Automotive is expected to bring increased notoriety to AMS. The company is known across Tennessee, Alabama, and Georgia as a purveyor of pre-owned vehicle sales.
EchoPark Automotive CEO David B. Smith is viewing the partnership from the standpoint of growth for his company and is excited about the days ahead. Smith, who also serves as Chairman and CEO of Sonic Automotive, EchoPark Automotive’s parent company, has served the Atlanta area since 2020.
So, it only made sense for the partnership to happen on Atlanta Motor Speedway’s home turf. He explained that since the company’s debut, it has been dedicated to serving its guests. Smith also feels that the collaboration will provide more insight into the value that EchoPark Automotive offers through its one-of-a-kind car-buying experience. The goal is to gain traction with NASCAR fans and contribute to the excitement that comes with attending a race at the venue.
“We have enjoyed serving guests in the Atlanta metro area since EchoPark Atlanta opened its doors in 2020,” Smith said. ” 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,” EchoPark Automotive CEO David B. Smith said of the partnership with Speedway Motorsports.
To Fans It Will Always Be Atlanta Motor Speedway
Atlanta Motor Speedway had an identity distinct from other tracks in the NASCAR circuit and didn’t seem as commercial, but it seems that has changed in the blink of an eye. It happened so quickly that many fans are reluctant to accept the name change to Echo Park Speedway. Therefore, it will come as no surprise if fans continue to reference the track by its original name.
The first thing that comes to mind when the name Atlanta Motor Speedway is mentioned in the NASCAR community is the track’s rich history, which began when it first opened its doors on July 25, 1960. The 1,540-mile quad-oval intermediate track was the first to sanction both NASCAR and IndyCar and is located 28.3 miles outside of the Atlanta Metro area in Hampton, Georgia. One of the most memorable moments includes the late Dale Earnhardt Sr.’s final win there in 2000 in the Cracker Barrel Old Country Store 500.
The track is also where Carl Edwards won his first Sprint Cup race in the Golden Corral 500 in 2005 over Hall of Famer Jimmie Johnson by 0.028 seconds. It’s moments like these that fans feel have been embedded in the landscape and fabric of NASCAR’s history at Atlanta Motor Speedway. Therefore, it’s easy to see why there are mixed feelings regarding the sudden change in partnership and name.
Not the First and Won’t Be the Last
It almost seems like a slap in the face to the sport, which is how some fans are describing it. Some have even threatened to boycott if other tracks in the NASCAR Circuit follow suit with a name change. Notoriously, in sports, venue name changes occur over time, often leading to a domino effect, so a lot of cautious optimism is at play here that it won’t reach another track in the coming weeks.
It occurred at Charlotte Motor Speedway in 1999, when a 10-year partnership with Lowe’s Home Improvement led to a naming rights agreement. In 2010, the name was reverted to Charlotte Motor Speedway after Lowe’s decided not to renew its partnership with the track. So, the moral of the story is that anything could happen at this point regarding EchoPark’s partnership with Atlanta Motor Speedway. It’s important to remember, like Charlotte, Atlanta is not the first to change its name, and it certainly won’t be the last.
Final Thoughts
With Tuesday’s announcement that Atlanta Motor Speedway was planning a name change for the first time since its debut in 1960, controversy ensued. Many people within and outside the NASCAR community are scratching their heads, trying to come to terms with how Speedway Motorsports could sell out to a multi-million-dollar deal. The harsh reality is that in sports, money is what keeps funding going, and with that comes change, which is not always warmly welcomed. Perhaps over time, that will change in this case, but for now, tempers are running high.
