- CarMax (KMX, Financial) extends its partnership with Gotham FC, maintaining its role as the front-of-kit sponsor.
- The collaboration has led to a 67% increase in game attendance and a doubling of season ticket holders since 2023.
- CarMax plans new digital content and community programs as part of the 2026 partnership expansion.
CarMax (KMX), the largest retailer of used cars in the United States, has announced the extension of its marquee partnership with Gotham FC, a leading women's soccer club in the New York region. This multi-year renewal solidifies CarMax's commitment to supporting women's sports through strategic sponsorship and community engagement.
The partnership, which began in 2022, has driven significant growth for Gotham FC. Notably, there has been a 67% increase in average home game attendance, and the number of season ticket holders has doubled since 2023. Additionally, Gotham's social media following has grown by 27% during this period, indicating heightened fan engagement.
CarMax's sponsorship initiatives have not only enhanced visibility for the brand but have also resulted in a 36 percentage point increase in unaided partnership awareness among Gotham FC fans, surpassing industry benchmarks by 56% according to fan data. This reflects the partnership's success in aligning CarMax with positive brand perception and community values.
Looking ahead to 2026, CarMax plans to invest further in digital content to enhance the fan experience, including initiatives to bring the stadium atmosphere to fans at home. The company will also continue its community outreach through the CarMax Kids program, providing free tickets, transportation, and new complimentary meal vouchers to youth attendees.
These efforts underscore CarMax's strategic focus on long-term brand building and community impact, while cultivating a strong presence in women's sports. As CarMax and Gotham FC continue their collaboration, they remain committed to driving growth and creating opportunities within their respective sectors.
