Gigant of $ 2.4 billion acquires Nascar Speedway for 7 years in the deal of millions of dollars

For decades, the Atlanta Motor Speedway has been the beating heart of the southern Nascar tradition and delivered unforgettable moments on its fast, quad-oval track. Of the emotional first victory of Kevin Harvick in the Cracker Barrel Old Country Store in 2001, only 3 weeks after the tragic death of Dale Earnhardt, to the exciting victory of Carl Edwards with one of the nearest finishes in the job history and Georgian Ovaal. And now that inheritance enters a daring new chapter.

The circuit was a place where generations of fans and drivers grew up and became legendary. But what happens if the name changes itself? In a milestone, millions of dollars, 7-year naming rights agreement, Atlanta Motor Speedway has changed its name and its identity. But even with the name change, the inheritance remains, and the partnership indicates a reinvestment in the future of motorsport in the southeast. So what exactly is the deal?

The Atlanta Motor Speedway is now called the Echopark Speedway, which reflects a strategic alliance between two Smith-Familie Business-Speedway Motorsports and Sonic Automotive. For the Smith family this is more than just a business deal, it is a consolidation of influence in two important industries that share cars and racing. It is a business shift rooted in family ties, with David Smith, the CEO of Sonic Automotive, who supervises the expansion of Echopark, and Marcus Smith, son of the legendary promoter Brton Smith, leading Speedway Motorsports’ Racing Empire. The official page for Echopark Speedway posted a video on Instagram and announced the acquisition.

Tracks changing their names is nothing new for Nascar. There was a time when Charlotte was called the Motor Speedway of the Lowe. Fontan was the car Club Speedway and Phoenix Raceway has been using the title IMS Raceway for a while. One of the current songs on the Cup series, Gateway, is known as the World Wide Technology Raceway. But despite the efforts, this great unveiling was not hidden from the racing fans.

News about the renovation leaked for the first time in the weekend when a storm in the Atlanta area blew a TARP from the new signage, so that people have taken photos and post online. Only in the formal announcement of Tuesday, with governor Brian Kemp, Nascar -Stars Christopher Bell and Ross Chastain, and Top Speedway managers, that the full image was revealed.

“We enjoyed serving guests in the Atlanta Metro region since Echopark Atlanta opened its doors in 2020,” David Smith, chairman and CEO of Sonic Automotive. “With this partnership we can share the value of the exceptional Echopark car inspection experience with more guests in Atlanta and the surroundings that enjoy the excitement of NASCAR racing in this iconic location.”

While the new Echopark Speedway racet in its rebranded era, one thing is clear – this is not a deviation from the past, but a way towards future improvements.

Another southern Speedway eyes a cup series returns

This can be the season in which Nascar tried to breathe new life into himself for his younger audience while still trying to please his core fans, because another song is for sale. Once a forgotten jewel of Nascar’s past, Rockingham Speedway, lovingly known as ‘The Rock’, is now about a fully -fledged revival. After more than a decade without a truck series action and more than 20 years of absence in the Xfinity calendar, 2025 marked a triumphant return for Nascar to the iconic number of North Carolina. The transformation did not happen from one day to the next. Since the acquisition of the 250 -hectare Real Estate in 2018, owner than Lovenheim has supervised an ambitious redevelopment project aimed at bringing back to life and to modern standards.

“Weeds grew from the track surfaces, weeds grew from each piece of paving. The place was overgrown and the water damage due to the rain that came from the stands made this place almost unusable,” Lovenheim told the Richmond Observer. “Fortunately we arrived and we started to do renovations very quickly.” And the figures behind the vision are just as greasy as his self -confidence. Rockingham has undergone a renovation of $ 12 million, with $ 10 million from state subsidies and loans between 2022 and 2025. According to the sales list, the upgrades include a recovery of $ 3.3 million from the main job, improvements to bleaching seats and creating a state-of-the-arts-media center.

It is also a part of a long-term goal to bring Rockingham back to national fame, whereby the course formally requires $ 12 million from the general meeting of North Carolina to help push a cup-ready status by 2026 or 2027. Loveheim has been candid about changing expectations of modern public. “We are creating a new hybridized form of entertainment,” he said. “Beyond are the days of sitting in stands such as packaged sardines. People nowadays want to experience the pleasure and facilities, whether it’s the races from different points of view; some food, perhaps a drink; or even let their children play in the Bouncy House.”

The rock is re -devised, not only as a race track, but as a versatile entertainment destination that is suitable for a new generation of fans. Now that the groundwork was laid and the energy around the location revitalized, Rockingham Speedway is officially on the market. The property was offered to potential buyers with an open offering period that ended on July 1, and Lovenheim believed the time to be right for a transition. “In fact, we have taken it in first gear as far as we can go, expanding, preparing for larger and better hands,” He told the Charlotte Observer. “And the time is to pass on the baton to someone who can take it further than we can.”

Whether the next chapter of the rock includes a return to the NASCAR Cup series, is still to be seen, but one thing is clear – it is no longer a remnant of the past.