CarMax renews partnership with Gotham FC to boost women’s soccer

JERSEY CITY, N.J. - CarMax (NYSE: KMX), the nation’s largest used car retailer and a prominent player in the Specialty Retail industry with $28.2 billion in revenue, and Gotham FC, a leading professional women’s soccer club in the New York area, have announced the extension of their partnership. This multi-year agreement reinforces CarMax’s position as the front-of-kit sponsor for the club and underscores both organizations’ dedication to community involvement and the advancement of women’s sports. According to InvestingPro data, CarMax maintains a strong market position with a $9.95 billion market capitalization, though the company currently shows a weak overall financial health score.

The collaboration, which began in 2022, has seen CarMax’s logo featured on Gotham FC’s kit sleeve and has evolved into a strategic relationship aimed at enhancing fan experiences and community engagement. The partnership includes CarMax as the presenting partner of Gotham FC’s regular season, Fan Fest at Sports Illustrated Stadium, regional game broadcasts, and various fan-focused initiatives. While the company’s stock has faced challenges, declining 23.76% year-to-date and trading near its 52-week low, InvestingPro analysis suggests the stock may be undervalued at current levels. Subscribers can access 14 additional ProTips and comprehensive financial metrics in the Pro Research Report.

Sarah Lane, CarMax’s SVP and chief marketing officer, expressed enthusiasm for the partnership’s future, highlighting the shared vision of generating value and positive impact within women’s sports and the broader community. Gotham FC’s Chief Business Officer, Ryan Dillon, echoed this sentiment, praising CarMax’s commitment to the club, its players, and the sport.

The renewed partnership will see CarMax investing in digital content to enrich at-home fan experiences, offering additional parking offers, and providing free-to-play youth soccer clinics. CarMax Kids, a program designed to increase youth attendance at home games, will continue to offer free tickets, transportation, and meal vouchers to local nonprofits, having already served more than 530 young people.

CarMax’s ongoing investment in marketing and ticket campaigns has contributed to a significant rise in Gotham FC’s social media following, average home game attendance, and season ticket holders. The company’s efforts have also led to a substantial increase in unaided partnership awareness among fans.

Gotham FC, which boasts a roster of international stars, began their 2025 National Women’s Soccer League (NWSL) season in March. The club plays its home games at Sports Illustrated Stadium and has experienced recent success, winning the 2023 NWSL championship and finishing third in 2024.

This partnership is based on a press release statement and reflects the ongoing commitment of both CarMax and Gotham FC to fostering the growth of women’s soccer and providing enhanced experiences for fans and the community.

In other recent news, CarMax has reported a mixed financial outlook. The company experienced a notable increase in gross profit, with a 14% growth attributed to the widening price spread between new and used vehicles. However, CarMax’s fourth-quarter earnings per share (EPS) of $0.58 fell short of the consensus estimate of $0.66. Analysts from Evercore ISI and RBC Capital Markets have adjusted their price targets for CarMax, with Evercore lowering it to $90 and RBC Capital Markets to $80, both maintaining an Outperform rating. Meanwhile, Needham has set a price target of $92, maintaining a Buy rating, while JPMorgan holds an Underweight rating with a target of $65. Concerns over potential tariffs and increased credit provisions have contributed to these adjustments. Despite these challenges, CarMax is expected to benefit from its omnichannel investments and an improving used vehicle market. The company aims for double-digit EPS growth over the coming years, supported by market share gains and a focus on selling older vehicles.

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