Used-car retailing giant CarMax has ramped up its efforts to promote women’s sports, teaming with reigning National Women’s Soccer League champion Gotham FC as the club’s marquee partner and official automotive retailer.

The new multi-year agreement includes the CarMax logo on the front of the team’s jerseys.

“CarMax is proud to build on our partnership with Gotham FC through initiatives that reflect our shared values to elevate, support and increase the exposure of these incredible athletes in women’s sports both on and off the field,” CarMax chief marketing officer Sarah Lane said in a news release.

“We look forward to continuing to demonstrate our commitment to women’s sports, Gotham FC and the National Women’s Soccer League through this elevated partnership.”

CarMax will continue as the presenting partner of the Gotham FC regular season and Player of the Match, as well as continuing a custom content series that takes fans behind the scenes.

CarMax will also sponsor on-the-spot seat upgrades and in-game fan experiences for ticketholders, and will partner with the New York-area club, which plays its home matches at Red Bull Arena in Harrison, N.J., on local community initiatives.

In 2023, CarMax and Gotham FC launched a collaboration with the WNBA’s New York Liberty on “Pass Her The Torch” merchandise designed to celebrate women’s empowerment and women supporting each other. The three organizations hosted a local “Pass Her The Torch” basketball and soccer clinic this month.

“With CarMax, our marquee partner is already deeply invested in women’s sports,” said Nan Vogel, Gotham FC’s senior vice president of partnerships, in-game experience and community. “The increased investment will help Gotham FC further engage the community in meaningful ways and provide greater access to the sport and to our matches.”

Gotham FC debuted its 2024 away uniforms Tuesday in the semifinals of The Women’s Cup in Cali, Colombia. The home jerseys will make their first appearance March 15 in Gotham FC’s match against San Diego Wave FC at Red Bull Arena in the UKG Challenge Cup.