CarMax recently signed marketing partnership with Tom Brady’s football team, the New England Patriots. Now the company expanded its relationship with Peyton Manning’s gridiron squad, the Denver Broncos.

CarMax highlighted the enhanced partnership with the Denver Broncos now includes extensive branding presence within Sports Authority Field at Mile High as well as media, digital and social elements.

"Denver is an important market for CarMax and partnering with the hometown Denver Broncos will allow us to provide added value to our customers and jointly drive brand awareness for both entities,” CarMax chief marketing officer Jim Lyski said.

“As a proud partner of the Denver Broncos, our focus will be to use this partnership to better serve fans by adding value to their relationship with the team,” Lyski contined.

CarMax has had a presence in the Denver market since 2012 and now has a total of four locations: Loveland, Parker, Littleton, and Federal Heights.

Like its marketing plan with the Patriots, CarMax will bring a new consumer promotion to Broncos fans this year called The Bright Side of Game Day. Fans are encouraged to post photos on Instagram of how they are enjoying the Bright Side of Game Day using the #BroncosBrightSide for a chance to win a VIP package to a Broncos home game.

Last year, the CarMax Foundation and the Broncos worked together to build a playground at the Rocky Mountain Communities at Garden Court to help bring more than 400 kids in the Denver neighborhood one step closer to having the playful childhood they deserve.

On Tuesday, the Broncos will join the CarMax Foundation to build a second KaBOOM playground to replace 20-year-old play structures at the Tennyson Center for Children, bringing a safe place to play for kids who are survivors of abuse or neglect, or have significant mental health or developmental issues.

“At CarMax, we pride ourselves on giving back to the communities where we live and work,” Lyski said. “Partnering with the Denver Broncos on community efforts is just one way our associates are able to continue making a positive difference in the community.”

Derek Thomas is director of corporate partnerships for Denver Broncos.

“We are happy to announce our expanded partnership with CarMax for the upcoming season,” Thomas said. “CarMax shares our focus on providing fans and customers a first-class experience, whether it be at Sports Authority Field at Mile High or at a CarMax store here in the Denver area.

“We look forward to joining forces on community initiatives to help give back to the Denver community,” he added.