Company Teams Up with New England Patriots and Minnesota Golden Gophers; Expands Relationship with Denver Broncos
RICHMOND, VA., 2015-9-16 — /EPR Retail News/ — CarMax, Inc. (NYSE: KMX), the nation’s largest retailer of used cars, today announced new partnerships with three top NFL and NCAA teams. As part of new multi-year sponsorship agreements, CarMax is now the official used car retailer of the NFL’s reigning Super Bowl champion New England Patriots and the NCAA’s Minnesota Golden Gophers. Additionally, as a proud partner of the Denver Broncos, CarMax will build on the success of its previous partnership leading into the 2015-16 season.
“These teams are an integral part of their communities and are proven to drive brand awareness and affinity for their partners,” said CarMax chief marketing officer, Jim Lyski. “Our focus will be to maximize these partnerships to better serve fans by adding value to their relationships with these great teams.”
Each partnership includes extensive branding within each team’s stadium and surrounding footprints, as well as media, digital and social elements throughout the season. At Gillette Stadium, home of the New England Patriots, CarMax will be the first brand ever to be showcased on its iconic bridge and lighthouse. The bridge was recently expanded to four times its previous size.
“We know Patriots fans have been asking for the bridge to be expanded and we are proud to be part of this project, which will gives fans a great place to hang out and watch the action while easing foot traffic through the stadium’s main concourse,” Lyski said.
CarMax will celebrate The Bright Side of Game Day in each market throughout the season with unique opportunities for fans. In New England, CarMax is hosting a contest to celebrate local community heroes who bring the Bright Side to their communities through volunteer work and a commitment to helping others. Fans can nominate local community heroes who will have a chance to win a VIP Patriots package including tickets to a home game, on-field recognition and a $10,000 donation to the nonprofit of their choice. Eight local heroes will be honored with a total of $80,000 in donations made to the New England community. In Denver and Minnesota, the promotion will come to life via Instagram where fans will post photos showing how they are enjoying the Bright Side of Game Day for a chance to win VIP packages to home games.
Community-based efforts will be a component of each of the CarMax partnerships. In Denver, on Sept. 22, the Broncos will join The CarMax Foundation to build a second KaBOOM! playground together, bringing neighborhood children one step closer to having the playful childhood they deserve. CarMax also will partner with the Gophers on their Military Appreciation Day and on various Patriots community initiatives throughout the 2015 season.
CarMax is leveraging these sponsorships in key markets for the company. CarMax plans to open its first Boston-area stores in Danvers, Mass., and Norwood, Mass., in December 2015, and a third in Westborough, Mass., in spring 2016. CarMax opened its first store in Minnesota earlier this year in Brooklyn Park and will open a second area store this fall in Maplewood. CarMax has had a presence in the Denver market since 2008 and now has a total of five locations: Loveland, Parker, Littleton, Federal Heights and Colorado Springs.
CarMax was founded more than 20 years ago to fundamentally change the way car buying is done. CarMax makes the process more ethical, fair and transparent by offering a no-haggle, no-hassle experience and an incredible selection of CarMax Quality Certified vehicles. In addition, CarMax stands behind its vehicles with a 5-Day Money-Back Guarantee and a Limited 30-Day Warranty (60-Day in CT, MN and RI, 90-Day in MA, NJ and NY). CarMax customers can shop for nearly every make and model at CarMax stores or online at carmax.com, with prices clearly listed for each of its nearly 50,000 vehicles nationwide. CarMax also takes the hassle out of selling your car by offering fast, commitment free appraisals – the company will buy your car, even if you don’t buy theirs. Shopping at CarMax is truly the bright side of car buying.
CarMax, a member of the FORTUNE 500 and the S&P 500, and one of the FORTUNE “100 Best Companies to Work For” for 11 consecutive years, is the nation’s largest retailer of used vehicles. Headquartered in Richmond, Virginia, CarMax currently operates 153 superstores in 77 markets. The CarMax consumer offer features low, no-haggle prices, a broad selection of CarMax Quality Certified used vehicles, and superior customer service. During the 12 months ending February 28, 2015, the company retailed 582,282 used cars and sold 376,186 wholesale vehicles at our in-store auctions. For more information, access the CarMax website at www.carmax.com
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