Atlanta Motor Speedway

What Atlanta Motor Speedway does

Atlanta Motor Speedway is a 1.54-mile quad-oval motorsports venue located in Hampton, Georgia, approximately 20 miles south of Atlanta. Founded in 1960, the facility was rebranded to EchoPark Speedway on June 3, 2025 following a naming rights agreement with EchoPark Automotive (a subsidiary of Sonic Automotive). The venue operates as part of Speedway Motorsports, LLC's national network of 12 premier speedways and hosts NASCAR Cup Series, NASCAR O'Reilly Auto Parts Series, and NASCAR Truck Series events, including the Quaker State 400 Available at Walmart, Focused Health 250, Autotrader 400, and Fr8 208 and Bennett 250 races. Ancillary operations include the Thunder Ring for the Thursday Thunder grassroots racing series, year-round and event-based camping facilities, track rental for private and corporate events, premium hospitality suites, and official merchandise sales.

The venue's core offering is live motorsports entertainment, anchored by two annual NASCAR Cup Series race weekends (summer Quaker State 400 and spring Autotrader 400) and supplemented by lower-tier series events, autocross competitions hosted by clubs such as SCCA, BMW CCA, and Porsche Club of America, driving experiences operated by NASCAR Driving Experience, and community-facing programming through Speedway Children's Charities. The product portfolio spans ticketing (individual, season, group, mobile), premium access (Club One membership, luxury suites), on-site amenities (event and year-round camping, track tours, gift shop), and B2B services (corporate sales, track rentals, track signage, event displays).

The business model is event-driven and diversified across five core revenue streams: ticket sales (individual events, season passes, group packages), hospitality and corporate services (premium suites, track rentals, signage), camping and RV services, merchandise (sold through a dedicated e-commerce storefront), and travel packages (through On Location). Primary go-to-market channels include the venue's direct website, Ticketmaster as the official ticketing partner, corporate sales teams for B2B hospitality, and Walmart for Quaker State 400 ticket distribution. Customer segments comprise individual NASCAR race fans and families, corporate partners and sponsors seeking brand exposure and B2B entertainment, and motorsports clubs and enthusiasts using the facility for competitive and recreational activities.

Name

Atlanta Motor Speedway

Legal name

EchoPark Speedway (operated by Speedway Motorsports, LLC)

Website

https://atlantamotorspeedway.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

Atlanta Motor Speedway (EchoPark Speedway) is a 1.54-mile quad-oval NASCAR venue in Hampton, Georgia, owned by Speedway Motorsports, hosting Cup Series, O'Reilly Series, and Truck Series races alongside Thursday Thunder grassroots events, corporate hospitality, camping, and track rentals.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment Venue

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Other Spectator Sports (711219)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF), Motorsports Tracks & Racing Facilities (MPAKAEAC)

Keywords

• NASCAR racing events
• Motorsports entertainment venue
• Corporate hospitality suites
• Event camping services
• Racing merchandise sales

Headquarters

HQ city

Hampton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Individual event tickets, season tickets, and group tickets for NASCAR Cup Series, NASCAR O'Reilly Series, Truck Series events, and various motorsports activities including autocross, riding academies, and driving experiences.
2. Hospitality & Corporate Services: Premium suites, corporate sales, track rental for private events, hospitality packages, and event displays for corporate partners and sponsors.
3. Camping & RV Services: Year-round and event-based camping facilities, including premium camping spots during NASCAR weekends.
4. Merchandise Sales: Official merchandise including QS400 Perfect Cut Decal, Can Coolers, State Outline Keychains, Ball Markers, Plush Black Bears, and Embossed Shadow Hats sold through the online store.
5. Travel Packages: Official travel packages through On Location for NASCAR events, including accommodations and event access.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Atlanta Motor Speedway (now branded as EchoPark Speedway) is a 1.54-mile quad-oval motorsports venue in Hampton, Georgia that hosts NASCAR Cup Series, NASCAR O'Reilly Auto Parts Series, Truck Series races, and the Thursday Thunder grassroots racing series. The venue sells individual and group event tickets, season passes, premium suites, on-site camping, track tours, merchandise, and corporate hospitality packages. It also rents the facility for private events, autocross competitions, and driving experiences.

Product overview

EchoPark Speedway (formerly Atlanta Motor Speedway) is a motorsports entertainment venue offering a platform of racing events and spectator experiences. The core offerings include major NASCAR Cup Series races (Quaker State 400, Focused Health 250) and the weekly Thursday Thunder racing series. Additional modules include ticketing services (Season Tickets, Group Tickets, Mobile Tickets), premium access (Club One membership, Premium Suites), on-site amenities (Event Camping, Track Tours), corporate services (Track Rental, Hospitality, Corporate Sales), and consumer products (Merchandise/Gift Shop). The venue also hosts third-party events including autocross competitions, food festivals, and driving experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Thursday Thunder: Weekly racing series at EchoPark Speedway featuring multiple racing divisions on the Thunder Ring.

Products and services

• Quaker State 400 Available at Walmart

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core, major and minor.

• EchoPark AutomotivecoreOEM/ Whitelabel/ Licensing Partner · 3 June 2025EchoPark Automotive, a subsidiary of Sonic Automotive, is the naming rights sponsor of EchoPark Speedway. The track was renamed from Atlanta Motor Speedway to EchoPark Speedway on June 3, 2025, reflecting the sponsorship relationship with EchoPark's used car dealership network.
• Sonic AutomotivecoreOEM/ Whitelabel/ Licensing PartnerParent company of EchoPark Automotive and operator of Sonic Powersports. Sonic Automotive owns the naming rights sponsor and operates the speedway facility through its subsidiaries.
• Speedway Motorsports, LLCcoreStrategic or Co-development PartnerParent company operating 12 speedways nationwide including Charlotte Motor Speedway, Bristol Motor Speedway, Las Vegas Motor Speedway, and others. Owns the trademark for EchoPark Speedway.
• WalmartmajorGTM or Marketing PartnerTitle sponsor of the Quaker State 400 NASCAR Cup Series event. The event is marketed as 'Quaker State 400 Available at Walmart' with Walmart selling tickets at select locations.
• TicketmastermajorChannel Partner/ Reseller/ DistributorOfficial ticketing partner for all EchoPark Speedway events, providing the primary ticketing platform for NASCAR races and other motorsports activities.
• On LocationmajorChannel Partner/ Reseller/ DistributorOfficial travel package partner offering NASCAR event experiences including tickets, hotel accommodations, and hospitality packages.
• Quaker StatemajorGTM or Marketing PartnerTitle sponsor of the major annual NASCAR Cup Series race, the Quaker State 400. Quaker State is a motor oil brand under Shell Pennzoil.
• Focused HealthminorGTM or Marketing PartnerSponsor of the Focused Health 250 NASCAR O'Reilly Auto Parts Series race event.
• O'Reilly Auto PartsmajorGTM or Marketing PartnerPresenting sponsor of the NASCAR O'Reilly Series events including Focused Health 250 and Fr8 208 races.
• ChevroletmajorGTM or Marketing PartnerOfficial automotive partner of EchoPark Speedway and NASCAR. Part of the partner ecosystem displayed on the website.
• Ford RacingmajorGTM or Marketing PartnerOfficial automotive partner of EchoPark Speedway and NASCAR. Part of the partner ecosystem displayed on the website.
• Busch LightminorGTM or Marketing PartnerBeer sponsor displayed in the partner ecosystem, associated with NASCAR and racing culture.
• Coca-ColaminorGTM or Marketing PartnerOfficial beverage partner displayed in the partner ecosystem.
• XfinityminorGTM or Marketing PartnerXfinity brand sponsor partner displayed in the partner ecosystem.
• Bennett Transportation & LogisticsminorGTM or Marketing PartnerTransportation and logistics sponsor for the Fr8 208 and Bennett 250 racing events.
• AutotradermajorGTM or Marketing PartnerSponsor of the Autotrader 400 NASCAR Cup Series event and partner in the automotive marketplace ecosystem.
• Fr8AuctionsminorGTM or Marketing PartnerSponsor of Fr8 208 racing event and transportation logistics partner.
• Speedway Children's CharitiesmajorStrategic or Co-development PartnerCharitable arm of the speedway that organizes community events including Laps for Charity, Track Walks, and Hot Laps to support children's charities in the Atlanta area.
• Thursday ThunderminorStrategic or Co-development PartnerWeekly Thursday Thunder racing series at the Thunder Ring featuring multiple divisions for amateur and semi-pro racers, building grassroots motorsports community.
• NASCAR Driving ExperienceminorChannel Partner/ Reseller/ DistributorThird-party company offering driving experiences at EchoPark Speedway, allowing consumers to drive NASCAR-style cars on the track.
• SCCAminorChannel Partner/ Reseller/ DistributorSports Car Club of America hosts autocross events at EchoPark Speedway for member enthusiasts.
• Bad Boy MowersminorGTM or Marketing PartnerEquipment sponsor partner displayed in the partner ecosystem.
• Campers InnminorGTM or Marketing PartnerRV and camping equipment partner associated with NASCAR event camping experiences.
• Lincoln ElectricminorGTM or Marketing PartnerWelding and manufacturing equipment sponsor partner displayed in the partner ecosystem.
• Sunbelt RentalsminorGTM or Marketing PartnerEquipment rental sponsor partner for facility operations and events.
• Suburban PropaneminorGTM or Marketing PartnerEnergy partner displayed in the sponsor ecosystem.

Scale indicators3 records

Expansion highlights5 records

Direct peers

• Bristol Motor Speedway: Sister venue under Speedway Motorsports, LLC. Bristol hosts NASCAR Cup and O'Reilly Series races and operates on the same corporate ticketing, sponsorship, and operational platform as EchoPark Speedway, making it the most directly comparable peer.
• Talladega Superspeedway: Owned by NASCAR/ISC, Talladega is a premier NASCAR Cup Series venue and direct competitor for top-tier race weekends. Comparable in scale, ticketed attendance, and corporate hospitality economics, though under different ownership.
• Daytona International Speedway: Flagship NASCAR/ISC venue and host of the Daytona 500. Closest analog for premier NASCAR racing destination and comparable in scale of infrastructure, ticket yield, and brand prestige — competes with Atlanta for the same premium sponsor and fan dollars.
• Charlotte Motor Speedway: Flagship Speedway Motorsports venue and the home of NASCAR's Charlotte operations. Hosts the Coca-Cola 600 (Cup Series) and multiple O'Reilly/Truck Series races; shares corporate parent, technology platform, and revenue model with EchoPark Speedway.
• Homestead-Miami Speedway: NASCAR/ISC-owned 1.5-mile oval hosting NASCAR events. Directly comparable in track configuration and event tier, operating in the same premier motorsports venue category as Atlanta Motor Speedway.
• Las Vegas Motor Speedway: Speedway Motorsports-owned 1.5-mile quad-oval hosting NASCAR Cup, O'Reilly, and Truck Series races. Closest physical analog to Atlanta in track configuration and event programming, and direct competitor for race-weekend tourist and corporate hospitality dollars.
• Dover Motor Speedway: Speedway Motorsports-owned concrete-mile oval hosting NASCAR Cup and O'Reilly Series events. Operates within the same 12-venue portfolio with shared ticketing, sponsorship, and operational infrastructure.
• Texas Motor Speedway: Speedway Motorsports-owned 1.5-mile quad-oval in Fort Worth hosting NASCAR Cup and O'Reilly Series races. Operates under the same corporate structure and revenue model, with comparable premium hospitality and event rental offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/amsupdates
• YouTubeyoutube.com/@echoparkspeedway
• Facebookfacebook.com/echoparkspeedway
• Instagraminstagram.com/echoparkspeedway
• TikToktiktok.com/@echoparkspeedway
• LinkedInlinkedin.com/company/atlanta-motor-speedway

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atlanta Motor Speedway