For decades, NASCAR’s most iconic tracks have carried names that felt untouchable, woven directly into the sport’s identity. That began to shift again in 2025 when Atlanta Motor Speedway was officially rebranded as EchoPark Speedway, marking a new era after a seven-year naming-rights deal with EchoPark Automotive. The change brought fresh branding, modern polish, and a reminder that even historic venues are not immune to commercial evolution.
Now, in the latest NASCAR news, as the calendar turns toward 2026, a similar conversation is unfolding elsewhere. Another legendary NASCAR landmark is facing the possibility of a name change, sparking debate about tradition, revenue, and how far the sport should allow renaming its most cherished places.
City explores naming-rights deals for Bowman Gray
Winston-Salem is officially putting the naming rights to some of its most recognizable public properties on the table, including the historic Bowman Gray Stadium and the Winston-Salem Fairgrounds. City officials have confirmed that dozens of city-owned venues could soon be branded through sponsorship agreements as part of a broader effort to generate new revenue without raising taxes.
One of the most high-profile assets involved is Bowman Gray Stadium, a cornerstone of NASCAR history that has undergone extensive upgrades in recent years. Those improvements were accelerated after the city secured a deal with NASCAR to host the Cook Out Clash, bringing the Cup Series back to the historic quarter-mile track for the first time since 1971. The preseason exhibition race will return again in February 2026…