No, CarMax isn’t going to be checking if quarterback Tom Brady is throwing footballs that are fully inflated.
Rather, CarMax finalized a partnership with the reigning Super Bowl champion New England Patriots on Tuesday to be the official used-car retailer of the team. As part of the multi-year sponsorship agreement, CarMax highlighted that the company will be visible to fans and consumers through extensive branding within Gillette Stadium and the surrounding footprint, as well as media, digital and social elements throughout the 2015 season.
"Boston is an important new market for CarMax, and we are thrilled to partner with one of the most exciting and successful teams in football,” CarMax chief marketing officer Jim Lyski said. "Our focus will be to use this partnership to better serve our customers and fans in the New England area.”
CarMax plans to open its first Boston-area stores in Danvers and Norwood in December and a third in Westborough in summer of next year.
Meanwhile at Gillette Stadium, CarMax will be the first brand to be showcased on the stadium’s iconic bridge and lighthouse. The bridge was recently expanded to four times its previous size to give fans plenty of room to hang out and watch the action while improving the concourse’s foot traffic on game days.
“We know Patriots fans have been asking for the bridge to be expanded, and we are proud to be a part of the expansion to an area of the stadium that provides fans with so much enjoyment,” Lyski said.
The company will also be honoring local community heroes and donating $80,000 to area nonprofits through a consumer contest called The Bright Side of Game Day.
The Bright Side of Game Day is a new 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. Nominations are being accepted now at www.brightsideofgameday.com.
“CarMax is excited to recognize local community heroes who share our passion for giving back to the communities where we live and work. Not only will we be able to contribute $10,000 to the winner’s favorite nonprofit, we’ll be able to introduce Patriots fans to the heroes making a difference in their community,” Lyski said.
Additionally, CarMax will partner with the Patriots on various community initiatives throughout the season.
“We are excited to welcome CarMax to the New England market as the official used car retailer of the Patriots,” said Murray Kohl, vice president of corporate sales for the New England Patriots. “This partnership not only offers our fans a great new space to gather on game day with the expansion of our signature bridge, but will also benefit our local communities through CarMax’s program The Bright Side of Game Day.
“We look forward to teaming up with CarMax on some of our organization’s community initiatives this season,” Kohl added.