Overview

• The naming rights agreement between Speedway Motorsports and EchoPark Automotive—both owned by Smith family members—is valued at several million dollars over seven years.
• Rebranding efforts include site-wide visual changes from track walls to Victory Lane, featuring EchoPark’s signature bright green palette.
• The Quaker State 400 on June 28 will be the first Cup race under the EchoPark Speedway banner, with the winner receiving a Chevy Silverado and a limited-edition Harley-Davidson motorcycle.
• This marks Speedway Motorsports’ return to stadium naming rights for the first time since its Lowe’s partnership at Charlotte ended in 2009.
• Fan reactions have been mixed, with some praising the modernized venue and others lamenting the commercialization of a longtime NASCAR landmark.