Sonic Automotive’s latest marketing partnership has put EchoPark on the fast track.

Literally.

Sonic’s used-car operation has teamed with Speedway Motorsports to put its name on the racetrack formerly known as Atlanta Motor Speedway in a seven-year, multi-million-dollar agreement.

The 66-year-old facility in Hampton, Ga., which hosts two NASCAR Cup Series races each year, is now EchoPark Speedway.

The collaboration is a natural fit. Speedway Motorsports and Sonic Automotive were both founded by the late Bruton Smith, whose sons lead both companies — David Smith is Sonic Automotive’s chairman and CEO, and Marcus Smith serves as president and CEO of Speedway Motorsports. Speedway Motorsports is a wholly-owned subsidiary of Sonic Financial Corporation, which is owned by the Smith family

EchoPark Automotive operates 17 locations in 13 markets, including stores in Georgia, Tennessee and Alabama, where most of the fans attending the track’s NASCAR events come from, the companies said in a news release. It already has a presence in nine Speedway Motorsports facilities nationwide, including restart zone signage and fan zone promotions, and it’s the title sponsor of NASCAR’s EchoPark Automotive Grand Prix in Austin, Texas.

Sonic said acquiring the naming rights to the speedway is the latest and biggest step in its strategy for EchoPark, helping share the message of the brand to millions locally and nationally through televised NASCAR events.

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

Speedway Motorsports said the 850-acre facility, located some 30 miles south of downtown Atlanta, has undergone a “massive facelift” in preparation for the Quaker State 400 Available at Walmart — the opening race of the new in-season Cup Series tournament — coming up June 28.

The new look includes EchoPark Speedway’s signature green color and the track’s new logo on the walls, in Victory Lane and throughout the concourse.

The winner of the race will also receive a “nearly new” Chevy Silverado from EchoPark and a trailer equipped with an 85th anniversary Sturgis Motorcycle Rally Limited Edition Harley-Davidson motorcycle, the first of just 26 such models to be produced.

Sonic Automotive recently acquired a Harley-Davidson franchised in Sturgis, S.D., site of the historic rally.

“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,” Sonic Automotive president Jeff Dyke said. “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.”

EchoPark Speedway has hosted NASCAR races every year since it opened as Atlanta International Raceway in 1960 and was the season finale from 1987-2000. The track was the site of seven-time Cup Series champion Richard Petty’s last NASCAR race and the first start for four-time champion Jeff Gordon.

“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,” Marcus Smith said. “This partnership will fuel great experiences for fans attending our speedway for years to come.”