Valkyries Secure Major Sponsorship with CarMax Ahead of Inaugural WNBA Season
The Golden State Valkyries are gearing up for their 2025 WNBA debut with yet another exciting announcement. CarMax, the nation’s leading used-car retailer, has joined the Valkyries as their third founding partner.
This enthusiasm for women’s sports aligns perfectly with the guiding principles of CarMax," said Jess Smith, Valkyries president. " “They are very consumer-focused, and we’re very fan-focused." Smith continued, "Anytime we have an opportunity to partner with a leader in women’s sports like CarMax, I think the sky is the limit on what this is going to mean for all parties involved.”
This multi-year deal adds to the Valkyries’ impressive roster of renowned partners, including JPMorgan Chase and Kaiser Permanente. While the financial details remain undisclosed, the partnership signifies CarMax’s commitment to supporting the growth of women’s athletics.
CarMax’s dedication to women’s sports extends beyond basketball. “It just felt natural to us,” said Sarah Lane, CarMax chief marketing officer. "When we started [with the WNBA], it was on a nice growth trajectory, but we couldn’t have anticipated the step function of growth that the league has had this year.” The company already boasts partnerships with several WNBA teams, including the New York Liberty, Phoenix Mercury, and Washington Mystics.
Notably, CarMax’s impactful commercials featuring NBA superstar Stephen Curry alongside WNBA icons Sue Bird and Candace Parker have become viral sensations. Their shrewd advertising strategy, including a second version of the commercial that celebrated A’ja Wilson’s MVP win, has yielded significant brand affinity metrics. “CarMax has realized outsized performance for its women’s sports sponsorships when looking at brand affinity metrics,” Lane shared.
For the Valkyries, CarMax’s arrival goes beyond financial backing. They will be the presenting sponsor for the Valkyries’ expansion draft, scheduled for Friday, and will enjoy prominent representation inside Chase Center during games. Fans will also see CarMax integrated into player content across social media platforms.
The Valkyries have already generated considerable excitement in the Bay Area, surpassing 20,000 season ticket deposits at $25 per seat. This accomplishment, coupled with CarMax’s arrival, underlines a promising trajectory for the franchise.
Smith remains confident about the Valkyries’ potential: "I talk often about how the future of the WNBA is being one of the most powerful sports leagues in the world," Smith said. “You can drop the women’s piece out of that.”
