The professional basketball league for women in the United States, the Women’s National Basketball League (WNBA) has announced a partnership renewal with the American car retailer company, CarMax.
Following the renewal, the American car retailer brand has been named the official retailer of both WNBA and National Basketball Association (NBA), and the presenting partner of WNBA Tip-Off, which is to be held on May 19. The renewal also includes the company’s new role as a WNBA changemaker through a multi-year agreement.
As an official WNBA Changemaker, CarMax will concentrate on boosting the WNBA’s general brand recognition and developing the brands of its players. The mutual vision will be to amplify the visibility of professional athletes and diverse role models to drive impact for the upcoming generation.
At the start of the season, the car retailer company will take various multi-platform steps to its responsibility as WNBA changemakers that will help to drive brand awareness and visibility through various programs and activations such as- WNBA League Pass Tip-Off Test Drive by CarMax, Player Media Sessions, and WNBA Untold Stories.
WNBA Commissioner Cathy Engelbert, said, “Through its dedication to the WNBA and its decision to step up to become one of our WNBA Changemakers, CarMax has demonstrated the commitment that women’s sports and the WNBA needs and deserves. The WNBA Changemakers platform was designed to bring together like-minded companies to join us in elevating the WNBA and women’s sports. We look forward to continuing to work with CarMax who has been a leader in creatively supporting the league and featuring WNBA players in their ads.”
Sarah Lane, Vice President of Marketing at CarMax, said, “WNBA athletes are powerful role models for today’s youth through their display of confidence, teamwork, and leadership skills, both on and off the court. We hope that by elevating and increasing the visibility of these incredible athletes, we will also help girls in our communities feel inspired and empowered to reach their full potential. We’re honored to join the WNBA Changemakers and are deeply proud of our investment in raising the visibility of women’s sports to help create a level playing field for future generations”.
CarMax, founded in September 1983, is a used car retailer company that offers a truly personalized experience with the option for customers to do as much, or as little, online and in-store as they want. The company is currently headquartered in Richmond, Virginia, United States.