The Phoenix Mercury are once again making waves in the sports sponsorship landscape.
On Wednesday, the Mercury announced a new partnership with CarMax as the team’s official auto retailer. It’s the company’s first-ever partnership with a WNBA team.
The sponsorship builds on CarMax’s partnership with the WNBA announced in December 2020.
“The Mercury franchise is an iconic organization with a highly engaged fan base and a great addition to our roster of professional sports partnerships,” said CarMax CMO Jim Lyski, who oversees corporate strategy, marketing and product. “By teaming up with the Mercury, we’re signaling our company’s commitment to the future of women’s sports, the WNBA and to the Phoenix region.”
As part of the agreement, CarMax will also serve as a founding member of the Phoenix Mercury Changemakers, a cohort of global brands debuting this year that values diversity, equity and inclusion. Alongside CarMax, Fry’s Food Stores, PayPal, Verizon and Bally’s Corporation also partner with the Mercury.
The team will now feature the CarMax logo in front of the Mercury bench on their newly renovated home court.
The partnership also includes the CarMax cam, which will give fans an exclusive view from below the hoop, and a new behind-the-scenes content series featuring Diana Taurasi. The series will capture the Mercury’s journey this season, both on and off the court.
“The work CarMax and the Mercury are doing together is really important in continuing to elevate our game, both with our loyal fans here in Phoenix and around the country,” Taurasi said. “CarMax joining the Mercury Changemakers group shows they are here to make a difference, and here to stay.”
Taurasi will also be featured in the third installment of “Call Your Shot” alongside Sue Bird, Candace Parker, Stephen Curry and Zach LaVine.
The CarMax deal is the Mercury’s second major partnership this year. In July, Phoenix became the first WNBA team to enter the sports betting landscape thanks to a multi-year partnership with Bally Corporation.
The Mercury, currently fifth in the WNBA standings, will play in their ninth straight WNBA postseason next week after two more regular season games against the Seattle Storm and Las Vegas Aces.