American auto retailer CarMax has extended its partnership as the official retailer of the Women’s National Basketball Association (WNBA) and the National Basketball Association (NBA), as well as the presenting partner of the WNBA Tip-Off, while also becoming an official WNBA Changemaker.
As per the renewed deal, CarMax will focus on enhancing the WNBA’s overall brand recognition and growing the brands of its players as an official WNBA Changemaker. The shared goal is to increase professional athletes’ visibility and the diversity of their role models in order to have a mark on the next generation.
The automotive retailer company will launch a number of multi-platform initiatives at the onset of the season, including the WNBA League Pass Tip-Off Test Drive by CarMax, Player Media Sessions, and WNBA Untold Stories.
Cathy Engelbert, WNBA Commissioner, commented:
“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, 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.“