CarMax Announced as Official Auto Retailer of the National Women's Soccer League; Will Increase NWSL Shield Bonus Pool for Pay Parity

Jul 14, 2022

As presenting sponsor of the NWSL Shield, CarMax has doubled bonus pool to support equitable pay for female athletes

CHICAGO (July 14, 2022) – The National Women’s Soccer League and CarMax, the nation’s largest buyer and seller of used cars, announced today a multi-year partnership. CarMax is now the Official Auto Retailer of the NWSL – the first in league history – and will serve as the presenting sponsor of the NWSL Shield, awarded to the club with the best record at the conclusion of the regular season. As part of the partnership, CarMax has committed to doubling the bonus pool awarded to the winning team of the NWSL Shield, increasing it from $5,000 to $10,000 per player.

The CarMax partnership supports the broader effort to provide an equitable, high-quality experience for female athletes on and off the field.

“This new collaboration is yet another indicator of the steadily increasing value of women’s sports around the world and a testament to CarMax’s enthusiasm towards achieving equity in sport,” said NWSL Commissioner Jessica Berman. “We’re excited to welcome a partner who shares both our passion for the game and a commitment to leveling the playing field for the remarkable athletes that call our league home.”

“CarMax is an ardent supporter of women’s sports and we are committed to helping increase the visibility of these incredible athletes and teams,” said Sarah Lane, Vice President, Marketing at CarMax. “The NWSL and their passionate fans are driving the future of sports by standing up for the empowerment of women athletes. At CarMax, empowering our customers, associates and communities is core to what we stand for. We believe everyone should have the same opportunities to reach their full potential and CarMax is committed to supporting organizations that are fulfilling this commitment and making a positive impact.”

CarMax will also assist in the creation of activations to bolster excitement and engagement for fans at home and onsite at league events, including the 2022 NWSL Championship.

In addition to their collaboration with the league, CarMax has also joined NJ/NY Gotham FC as the team’s jersey partner and exclusive auto retailer, furthering its commitment to investing in women’s sports partnerships at both the national and club level. The partnership will include various fan engagement campaigns as well as activations surrounding women’s empowerment.

About CarMax

CarMax, the nation’s largest retailer of used autos, revolutionized the automotive retail industry by driving integrity, honesty and transparency in every interaction. The company offers a truly personalized experience with the option for customers to do as much, or as little, online and in-store as they want. CarMax also provides a variety of vehicle delivery methods, including home delivery, express pickup and appointments in its stores. During the fiscal year ended February 28, 2022, CarMax sold approximately 924,000 used vehicles and 706,000 wholesale vehicles at its auctions. In addition, CarMax Auto Finance originated more than $9 billion in receivables during fiscal 2022, adding to its nearly $16 billion portfolio. CarMax has more than 230 stores, more than 30,000 associates, and is proud to have been recognized for 18 consecutive years as one of the Fortune 100 Best Companies to Work For®. CarMax is committed to making a positive impact on people, communities and the environment. Learn more in the 2022 Responsibility Report. For more information, visit

About NWSL
Established in 2012, The National Women’s Soccer League is the premier women’s professional soccer league in the world featuring national team players from around the globe. Beginning play in 2013 with eight original clubs, the league has since expanded to feature 12 teams, including Angel City FC, Chicago Red Stars, Houston Dash, Kansas City Current, NJ/NY Gotham FC, North Carolina Courage, OL Reign, Orlando Pride, Portland Thorns FC, Racing Louisville FC, San Diego Wave FC, and Washington Spirit.