Auto reseller CarMax enjoys benefits of dedicated WNBA, NWSL sponsorship

The GIST: CarMax is receiving rave reviews following its latest viral ad featuring WNBA stars — but the surge in popularity is not just a stroke of luck. CarMax CMO Sarah Lane spoke with The GIST this week to discuss how the brand’s focus on women’s sports over the past five years has paid off. Never settle.

The WNBA strategy: CarMax entered the world of women’s sports in 2020 when it became the official auto retailer of the NBA and WNBA, a noteworthy milestone for the women’s league. Since then, CarMax has teamed up with three WNBA teams and was recognized as a WNBA Changemaker in 2023.

Lane pointed out that CarMax’s interest in basketball stemmed from its transition from physical stores to omnichannel and the sport’s appeal to a young, diverse audience. “It wasn’t rocket science,” Lane commented on their collaboration with female athletes. “If we’re partnering with the NBA, then we should also support the women’s side.”

The NWSL partnership: In 2022, CarMax became the first auto retailer to partner with the NWSL in a long-term agreement. They also took on the role of presenting sponsor for the NWSL Shield, doubling the prize pool for the Shield champions and collaborating with Tiffany & Co. to redesign the Shield trophy for this year. Everyone loves something shiny!

The results: With its established presence in women’s sports, CarMax leveraged A’ja Wilson’s WNBA MVP accolade in its recent commercial, being the pioneer in using dual lock-up logos at the end of their ads — a trend now catching on with other WNBA sponsors, as Lane shared.

Furthermore, CarMax saw a greater increase in brand affinity among women’s sports enthusiasts, with 20% more engagement from WNBA fans compared to NBA fans. Their 2024 WNBA All-Star content garnered 700K impressions on social media and a commercial from their “Never Settle” campaign has surpassed 12K views on YouTube.

Looking at the bigger picture: CarMax’s initiatives are not done in isolation — Lane highlighted that they have gained valuable insights from other brands in the women’s sports sponsorship sector, such as Ally. These success stories demonstrate that partnerships can yield mutual benefits beyond just financial gains. Driving forward to success.