WeatherTech Poised To Take Over Laguna Seca Naming Rights From Mazda

Laguna Seca is one of the most famous racing circuits in America, if not the world. But it’s poised for a name change in the coming weeks.

Late last year, Mazda announced that it would not continue its title sponsorship of the track complex, which has been known until now as Mazda Raceway Laguna Seca.

In its place, WeatherTech has emerged as a likely replacement. The automotive parts and accessories manufacturer has made a name for itself in racing as title-sponsor of the IMSA WeatherTech SportsCar Championship. The series was previously known as the United SportsCar Championship, following the merger of the American Le Mans Series and the Rolex Sports Car Series. The series was initially sponsored by Tudor, a brand of watchmaker Rolex, which is expected to continue sponsoring the Monterey Motorsports Reunion held at the California circuit.

According to the Monterey Herald, the supervisory board of the Sports Car Racing Association of the Monterey Peninsula (SCRAMP) has been closely considering the deal. It’s said to be worth $5 million over the course of five years, with a right of first refusal for an additional five-year extension. If accepted, the track would reportedly be renamed WeatherTech Raceway at Laguna Seca.

“We’re super enthused about it,” SCRAMP’s interim CEO Mike Smith told the Herald. The association administers the track on behalf of the county. “WeatherTech is really, really big in racing. Financially, it’s very good for the track. This is a really positive deal for us. This is going to roll into a first-class track in the next several years.”

Though Mazda will continue sponsoring the facility through next year, its current title-sponsorship deal is set to expire at the end of this month. So expect to see an official announcement to follow soon.