MINNEAPOLIS -

CarMax already has high-profile partnerships with a pair of professional football teams — the New England Patriots and the Denver Broncos. On Monday, CarMax ventured in the college gridiron ranks with a new partnership with the Minnesota Golden Gophers.

As part of the multi-year sponsorship agreement through Learfield Sports' Gopher Sports Properties, CarMax is now the official used car retailer of the team. CarMax will receive extensive branding within TCF Bank Stadium and the surrounding footprint, as well as media, digital and social elements throughout the football and basketball seasons.

“The Minnesota Golden Gophers are an integral part of the community, and we are looking forward to a great partnership as we look to expand our overall presence in the Minneapolis and St. Paul area,” CarMax chief marketing officer Jim Lyski said.

“Our focus will be to use this partnership to better serve our customers and fans of the Golden Gophers,” Lyski said.

Like its partnerships with the professional teams, CarMax also is using its relationship with the Golden Gophers to conduct the promotion, the Bright Side of Game Day. The campaign will give fans the chance to win VIP packages to home games by sharing via Instagram how they are enjoying the Bright Side of Game Day using the #GophersBrightSide.

The promotion will also come to life through a fireworks display, a first for the Gophers, following a home game this season.

Additionally, CarMax will partner with the Gophers on their Military Appreciation Day on Oct. 17 to honor local members of the military.

“This partnership and consumer activation is just one way CarMax is hoping to connect more with our consumers and share our stress-free, transparent and fun process with them,” Lyski said.

Minnesota director of athletics Beth Goetz added, “We are pleased to welcome CarMax as the official used car retailer of Golden Gopher athletics,”

“This partnership offers us another vehicle through which to serve local Minnesota communities as well as fun promotional opportunities for our fans through a new consumer promotion, The Bright Side of Game Day,” Goetz went on to say.