New speedway name.

Southern California's NASCAR track bears a new name after signing a 10-year deal with the Automobile Club of Southern California. The California Speedway loses that name and will now be known as the Auto Club Speedway of Southern California. Financial terms were not disclosed.

"We set out to create a unique branding opportunity," said Gillian Zucker, president of the facility, which holds 100,000 people. "We want to engage Auto Club members and give them special benefits at the track."

The deal marks the first naming tights for any of the 12 tracks held by ISC Motorsports, which owns the Fontana track. Other ISC tracks include Daytona International Speedway. ISC Motorsports also owns the NASCAR racing league.

Some of the sponsorship funds will be used for fan amenities and capital improvements. The facility has undergone $10 million in renovations over the last couple of years. Skyboxes and a Wolfgang Puck restaurant were added in the process.

Auto Club members who attend NASCAR races in Fontana will have access to special party zones and will have opportunities to win privileges, such as waving the green flag or entry to victory lane. They will also receive discounts on merchandise. Fans who are not members will be able to register for club membership on site.

The track's two annual NASCAR races are the single largest sporting events in the state in terms of attendance. The track is also active about 300 days a year for other events, such as corporate meetings, parties and other motor races.

All 91 luxury suites at the track have been upgraded with Panasonic plasma televisions.

Staff reporter David Nusbaum can be reached at [phone], ext. 236, or at [e-mail]