Carvana Buys Its Way Onto Arizona's Basketball Jerseys, and Calls the Program a "Premium Brand"

Carvana is putting its logo on Arizona Wildcats basketball jerseys, officially signing on as the exclusive auto partner of Arizona Athletics and the jersey patch partner for both the men's and women's programs. The deal also makes Carvana the presenting sponsor of the Red-Blue Showcase and its postgame concert, and folds in name, image, and likeness work with Wildcats student-athletes.

Carvana co-founder and chief brand officer Ryan Keeton said the partnership lets the company "support the Arizona community and its fans," while head coach Tommy Lloyd leaned into the marketing language himself, describing the men's program as a "premium brand." Women's coach Becky Burke thanked Carvana for investing in a program that rarely gets top billing in deals like this one.

Jersey patch deals used to be mostly a football and soccer tactic. College basketball catching up, with a used-car marketplace footing the bill, says less about Carvana specifically and more about how normalized patch sponsorships have become across every revenue sport on campus.

Source: Business Wire

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →