The Sonoma racetrack formerly called Infineon Raceway got a new name Friday, but don't get used to it.
The track will call itself simply "Sonoma" until it gets a new brand later this year, president Steve Page said.
The temporary name was chosen because it's brand-neutral yet carries a certain Wine Country cachet, he said.
"I can't think of a better name on the planet," Page said.
The racetrack has always used "Sonoma" in its marketing, he said.
Infineon, a German technology company, paid the track $3.5 million annually to put its name on the raceway. The 10-year agreement ended Thursday, and Infineon didn't renew it.
The raceway is now in talks with several other companies about a new naming rights deal, Page said, but nothing's been finalized.
Some are finding the raceway's one-word name awkward, Page admitted. "We suspected we'd be subjected to a certain amount of ridicule, and we haven't been disappointed," he said.
"But it would be too confusing to officially change the name twice in one year."
Race fans won't see any changes beyond some new signage, Page said. The track's website can now be found at www.racesonoma.com.
The track opened in 1968 as Sears Point Raceway and has grown into one of the top racing venues in the country, hosting the NASCAR Sprint Cup Series, NHRA drag racing and IndyCar events.
The 1,600-acre Sonoma raceway attracts about 500,000 race fans a year.
The track is owned by Speedway Motorsports Inc., a North Carolina-based company that has eight U.S. tracks and a variety of related businesses.
The raceway generates sales of about $40 million a year and has a full-time staff of 65. It employs more than 1,000 during large events.
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