US leading used car retailer CarMax has struck a wide-ranging deal with the National Basketball Association, Women's National Basketball Association and Turner Sports.
As part of the multiyear agreement, CarMax has been designated the official auto retailer of the NBA and WNBA – the first automotive retail partnership in WNBA history – as well as the presenting partner of NBA Tip-Off on TNT.
The Richmond, Virginia-based CarMax will also gain in-game exposure across TNT’s 66-game NBA regular-season broadcasts, and on NBA TV broadcasts and digital platforms, as well as on TNT’s NBA Playoff games, which culminate with the network’s exclusive presentation of the 2021 NBA Eastern Conference Finals.
The league partnership, which begins on December 22, expands upon CarMax’s long-standing history of NBA team relationships, including the Los Angeles Clippers, Portland Trail Blazers and Golden State Warriors.
“CarMax has had strong partnerships with local teams in the NBA ecosystem for more than a decade and we are excited to expand our relationship and brand awareness at the league level,” said Jim Lyski, CarMax executive vice president. “The NBA, WNBA and CarMax are all innovative brands dedicated to delivering an exceptional experience for fans and customers."
In addition, CarMax’s upcoming “Call Your Shot” campaign will debut partnerships with four-time WNBA champion Sue Bird and three-time NBA champion Stephen Curry, as well as bringing back Zach LaVine and Kelly Oubre, Jr. ESPN journalist Adrian Wojnarowski is also featured in the series.Furthermore, the CarMax Foundation is partnering with Stephen and Ayesha Curry’s co-founded Eat. Learn. Play. Foundation, KABOOM!, and the Oakland Unified School District to build a new schoolyard at Franklin Elementary School in Oakland, California.
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