CarMax, Gotham FC Extend Mission-Driven Partnership, Driving Growth and Impact
CarMax (NYSE: KMX) and Gotham FC have extended their multi-year marquee partnership, with CarMax remaining as the front-of-kit sponsor for the women's soccer club. The partnership, which began in 2022, includes CarMax's role as presenting partner for the regular season, Fan Fest, and regional game broadcasts.
The collaboration has yielded significant results, including:
- 27% increase in Gotham's social media following
- 67% rise in average home game attendance
- Doubling of season ticket holders since 2023
- 36 percentage points growth in unaided partnership awareness for CarMax
As part of the 2026 partnership expansion, CarMax will invest in new digital content, parking incentives, and community programs including free-to-play youth soccer clinics. The CarMax Kids program has already served over 530 young people with free tickets and transportation to games, now adding complimentary meal vouchers.
CarMax (NYSE: KMX) e Gotham FC hanno rinnovato la loro partnership pluriennale di rilievo, con CarMax che continua a essere lo sponsor principale sulla maglia della squadra femminile di calcio. L'accordo, iniziato nel 2022, prevede anche il ruolo di CarMax come partner ufficiale per la stagione regolare, il Fan Fest e le trasmissioni delle partite regionali.
La collaborazione ha portato risultati importanti, tra cui:
- un aumento del 27% dei follower social di Gotham
- una crescita del 67% nella media di spettatori alle partite casalinghe
- il raddoppio degli abbonati stagionali dal 2023
- un incremento di 36 punti percentuali nella notorietà spontanea del marchio CarMax
Con l'espansione della partnership prevista per il 2026, CarMax investirà in nuovi contenuti digitali, incentivi per il parcheggio e programmi comunitari, inclusi corsi di calcio giovanili gratuiti. Il programma CarMax Kids ha già coinvolto oltre 530 giovani offrendo biglietti e trasporto gratuiti per le partite, aggiungendo ora anche voucher per pasti omaggio.
CarMax (NYSE: KMX) y Gotham FC han ampliado su asociación destacada de varios años, con CarMax manteniéndose como el patrocinador principal en la camiseta del club femenino de fútbol. La colaboración, que comenzó en 2022, incluye el papel de CarMax como socio presentador durante la temporada regular, Fan Fest y las transmisiones regionales de los partidos.
La alianza ha generado resultados significativos, entre ellos:
- un aumento del 27% en los seguidores de Gotham en redes sociales
- un incremento del 67% en la asistencia promedio a los partidos en casa
- el doble de abonados a partir de 2023
- un crecimiento de 36 puntos porcentuales en el reconocimiento espontáneo de la marca CarMax
Como parte de la expansión de la asociación en 2026, CarMax invertirá en nuevos contenidos digitales, incentivos para el estacionamiento y programas comunitarios, incluyendo clínicas gratuitas de fútbol para jóvenes. El programa CarMax Kids ya ha beneficiado a más de 530 jóvenes con entradas y transporte gratuitos a los partidos, añadiendo ahora vales para comidas gratuitas.
CarMax (NYSE: KMX)와 Gotham FC는 다년간의 주요 파트너십을 연장했으며, CarMax는 여성 축구 클럽의 유니폼 전면 스폰서로 남아 있습니다. 2022년에 시작된 이 파트너십은 정규 시즌, 팬 페스트, 지역 경기 방송의 공식 파트너로서 CarMax의 역할을 포함합니다.
이 협력은 다음과 같은 중요한 성과를 거두었습니다:
- Gotham의 소셜 미디어 팔로워 27% 증가
- 평균 홈 경기 관중 수 67% 증가
- 2023년 이후 시즌 티켓 보유자 두 배 증가
- CarMax의 자발적 브랜드 인지도 36%포인트 상승
2026년 파트너십 확장의 일환으로 CarMax는 새로운 디지털 콘텐츠, 주차 인센티브, 무료 청소년 축구 클리닉을 포함한 커뮤니티 프로그램에 투자할 예정입니다. CarMax Kids 프로그램은 이미 530명 이상의 청소년에게 경기 무료 입장권과 교통편을 제공했으며, 이제 무료 식사 바우처도 추가됩니다.
CarMax (NYSE : KMX) et Gotham FC ont prolongé leur partenariat phare pluriannuel, CarMax restant le sponsor principal sur le maillot du club féminin de football. Ce partenariat, débuté en 2022, inclut le rôle de CarMax en tant que partenaire officiel pour la saison régulière, le Fan Fest et les retransmissions régionales des matchs.
Cette collaboration a produit des résultats significatifs, notamment :
- une augmentation de 27 % des abonnés sociaux de Gotham
- une hausse de 67 % de la fréquentation moyenne des matchs à domicile
- un doublement du nombre d’abonnés depuis 2023
- une progression de 36 points de pourcentage de la notoriété spontanée de CarMax
Dans le cadre de l’extension du partenariat en 2026, CarMax investira dans de nouveaux contenus digitaux, des incitations au stationnement et des programmes communautaires, y compris des cliniques de football gratuites pour les jeunes. Le programme CarMax Kids a déjà bénéficié à plus de 530 jeunes en leur offrant des billets et des transports gratuits pour les matchs, ajoutant désormais des bons repas gratuits.
CarMax (NYSE: KMX) und Gotham FC haben ihre mehrjährige Hauptpartnerschaft verlängert, wobei CarMax weiterhin als Hauptsponsor auf dem Trikot des Frauenfußballclubs auftritt. Die Partnerschaft, die 2022 begann, umfasst CarMax' Rolle als präsentierender Partner für die reguläre Saison, das Fan Fest und regionale Spielübertragungen.
Die Zusammenarbeit hat bedeutende Ergebnisse erzielt, darunter:
- 27% Steigerung der Social-Media-Follower von Gotham
- 67% Anstieg der durchschnittlichen Heimspielbesucherzahlen
- Verdopplung der Dauerkarteninhaber seit 2023
- 36 Prozentpunkte Zuwachs bei der spontanen Markenbekanntheit von CarMax
Im Rahmen der Erweiterung der Partnerschaft im Jahr 2026 wird CarMax in neue digitale Inhalte, Parkanreize und Gemeinschaftsprogramme investieren, darunter kostenlose Fußball-Workshops für Jugendliche. Das CarMax Kids-Programm hat bereits über 530 junge Menschen mit kostenlosen Tickets und Transport zu Spielen unterstützt und bietet nun auch kostenlose Essensgutscheine an.
- Significant growth metrics: 67% increase in game attendance and doubled season ticket holders
- 36 percentage point increase in brand awareness, exceeding industry benchmark by 56%
- Expanded marketing investment driving measurable business results
- Strong community engagement through youth program reaching over 530 participants
- None.
Insights
CarMax's extended partnership with Gotham FC boosts brand awareness and community engagement, but financial impact is modest and indirect.
CarMax's multi-year extension as Gotham FC's marquee partner focuses on marketing, fan engagement and community outreach, including front-of-kit sponsorship and expanded event involvement. The article highlights specific activations: social media following up 27%, average home game attendance rising 67% and season ticket holders doubling since 2023. These metrics suggest success for Gotham FC and increased exposure for CarMax, as evidenced by a 36 percentage point rise in unaided partnership awareness, exceeding industry norms by 56% among Gotham FC fans. However, the article does not specify monetary figures or direct financial return for CarMax. This partnership reflects a strategic brand-building initiative rather than an immediate revenue driver. While boosting CarMax's visibility, customer engagement and aligning with positive social impact, the financial implications remain indirect and non-quantified. Such sports sponsorships often yield long-term benefits through goodwill, brand affinity and customer loyalty, but without hard revenue data or details on cost or duration, it is difficult to gauge the materiality for CarMax's core financials. The news is positive for corporate image and social responsibility, contributing to CarMax's community-focused reputation, but does not signal a direct or substantial impact on near-term earnings or operational performance. Overall, this represents a successful marketing partnership continuation, valuable for brand equity but not a transformative event for the company's fundamental financial outlook.
CarMax continues as Gotham FC’s marquee front-of-kit partner with strategic investments to support the club’s marketing efforts, enhance fan experiences, and deepen community engagement through youth clinics
JERSEY CITY, N.J., April 22, 2025 (GLOBE NEWSWIRE) -- Gotham FC, the preeminent top-tier professional women’s soccer club in the New York region, announced on Tuesday the multi-year extension of its marquee partnership with CarMax (NYSE: KMX), the nation’s largest retailer of used cars. The renewed partnership continues the dynamic relationship between the two brands, deepening their shared commitment to community and the growth of women’s sports.
As part of this renewed collaboration, CarMax will remain the front-of-kit sponsor of Gotham FC, with prominent logo placement on the club’s kits. CarMax is also the presenting partner of the Gotham FC regular season and Fan Fest at Sports Illustrated Stadium in addition to regional game broadcasts on MSG Networks, the Gotham FC player of the match award, the CarMax Kids program and an original content series set to be released later this season.
“CarMax and Gotham have a shared goal of creating opportunities that drive value and positive impact for women’s sports, fans and the community,” said Sarah Lane, SVP, chief marketing officer at CarMax. “Gotham FC was our first club partner in the NWSL, and we are proud to further our commitment to the team, its players and the league. Over the years, we’ve collaborated on numerous initiatives to enhance the visibility of the team and the game, and we’re excited about what we’ll continue to accomplish together in the future.”
“What started as a shared vision three years ago has grown into a powerful partnership, and we’re proud to be continuing that journey with CarMax,” said Ryan Dillon, Chief Business Officer at Gotham FC. “We couldn’t think of better partners than CarMax. Their commitment to creating real impact for our fans, players and community is truly remarkable. Together, we share a common goal of elevating the sport, and we’re paving the way for what a modern-day partnership should look like.”
CarMax and Gotham FC first partnered in 2022, with the CarMax logo featured on Gotham FC’s kit sleeve and CarMax becoming the club’s exclusive used auto retailer. The relationship blossomed from there, with CarMax investing year over year in supporting the club’s growth and fan experiences. Over the last few years, CarMax has partnered with Gotham FC on cross collaborations with the New York Liberty on merchandise, ticket offerings and community sports clinics; invested in a dedicated spend for marketing and ticket campaigns; and provided enhanced game day experiences for fans at Fan Fest.
As part of the continued partnership in 2026, CarMax will invest in fan experiences through new digital content to bring the stadium atmosphere to fans at home, additional parking offers and incentives for game days and a community program providing free-to-play clinics for youth soccer players.
As the presenting partner of CarMax Kids, CarMax works with Gotham to help enable youth attendance at home games by providing local nonprofits with a limited number of free tickets, transportation to and from Sports Illustrated Stadium and – new this season – complimentary meal vouchers for in-stadium use. The program has served more than 530 young people to date. The continued partnership between CarMax and Gotham FC is a testament to the success the brands have shared year-over-year and a genuine commitment to growing the sport and creating access for underserved communities.
Queen Kriegs Night, presented by CarMax, will celebrate the career of U.S. Women’s National Team and Gotham FC legend Ali Krieger at the club’s Oct. 19 home finale. CarMax was also the presenting partner of Gotham FC’s 2025 home opening “Blue Out,” distributing 5,000 Gotham FC kit replica rally towels and kicking off an evolved version to its 2024 parking program, offering 100 fans the “perfect parking package” complete with tickets to CarMax title nights, free parking and discounted merchandise at Sports Illustrated Stadium. The “perfect parking program” nearly sold out in a day.
CarMax's annual dedicated investment to amplify Gotham FC marketing initiatives has helped support a
Considered one of the top women’s soccer clubs in the world, Gotham FC started the 2025 NWSL season in March, loaded with U.S. Women’s National Team stars, World Cup winners, Olympic medalists and European and South American champions. Gotham, which won the 2023 NWSL championship and finished third in 2024, will play 13 regular season home games this year at Sports Illustrated Stadium.
Tickets to Gotham FC matches are available at GothamFC.com/tickets. For more information on Gotham FC’s 2025 season and the CarMax partnership, please visit GothamFC.com.
ABOUT CARMAX
CarMax, the nation’s largest retailer of used autos, revolutionized the automotive retail industry by driving integrity, honesty and transparency in every interaction. The company offers a truly personalized experience with the option for customers to do as much, or as little, online and in-store as they want. During the fiscal year that ended February 28, 2025, CarMax sold approximately 790,000 used vehicles and 540,000 wholesale vehicles at its auctions. In addition, CarMax Auto Finance originated more than
ABOUT GOTHAM FC
Representing New Jersey and New York with top global players, Gotham FC is one of 14 teams in the National Women’s Soccer League. In 2023, Gotham FC won the NWSL championship, clinching the club’s first NWSL title after previously advancing to its first NWSL final appearance in the 2021 NWSL Challenge Cup Final. Rebranded as Gotham FC in 2021, the club plays its home matches at Sports Illustrated Stadium in Harrison, N.J. Founded in 2007, the club won the inaugural Women’s Professional Soccer championship in 2009 and was a founding member of the NWSL when the league was established in 2013.
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Public Relations CarMax (855) 887-2915 PR@CarMax.com
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