The two brands will reach the most engaged sports audiences through custom content opportunities and featured elements
November 9, 2023 – In the wake of a historic WNBA Finals where the Las Vegas Aces captured their first back-to-back championship title, ESPN Films is poised to unveil the groundbreaking documentary, Candace Parker: Unapologetic presented by CarMax, on November 12, exclusively on ESPN. The film brings leading brands, CarMax and Google’s Chromebook Plus, aboard to pay tribute to the unprecedented achievements of three-time WNBA Champion and trailblazer, Candace Parker. As the presenting sponsor, CarMax will take center court, while Google’s Chromebook Plus joins as an associate sponsor, promising fans an immersive experience through several in-film custom elements and content opportunities.
“At Disney, we champion inclusive and creative storytelling, amplifying opportunities that provide the biggest megaphone in elevating women’s sports narratives across all screens. ESPN’s original content remains a cornerstone of that strategy, presenting a dynamic opportunity for brands to tap into the rich tapestry of our content offerings,” said Amanda Bauer, Executive Director, Sports Brands Solutions, Disney Advertising. “By supporting stories that drive true cultural impact, brands like CarMax and Google’s Chromebook Plus, can craft authentic and meaningful connections with consumers through unique and custom elements.”
As the film’s presenting sponsor, CarMax will have several billboards and animated logo integrations, and sponsor an exclusive Director’s Take, giving fans an inside look at how the film was produced from the director’s point of view. In anticipation of the premiere, the brand brought fans the Candace Parker: Unapologetic Preview, an exclusive segment within WNBA Countdown showcasing a trailer of the film. Additionally, the brand's prominent presence extended across ESPN's linear and digital platforms, including graphics and tune-in teasers in the month leading up to the premiere. CarMax is also poised to sponsor a similar preview execution in NBA Today, spotlighting the film’s trailer and a thoughtful discussion about Parker's illustrious playing career and enduring legacy.
“We're huge fans of Candace Parker at CarMax and proud of our partnership with her over the past few years, so when Disney came to us with the opportunity to sponsor her documentary, we couldn't pass it up,” said Brandy Everhart, Director, Media and Partnerships at CarMax. “CarMax aspires to be a champion for women, and one of the ways we are doing that is through our focus on raising the visibility of women’s sports and athletes. Candace has an incredible story, with career accomplishments, personal values, and leadership qualities that make her a powerful role model for everyone, and youth in particular who see themselves represented in her as an athlete and as a leader.”
As associate sponsor of the film, Google’s Chromebook Plus will bring a new dimension to Candace’s story through a :30s custom in-segment feature. The integration will offer viewers a captivating glimpse into Candace Parker's passion for video gaming, one of her personal interests beyond basketball, and something the new Chromebook Plus line is helping make more accessible in her busy schedule. Cloud gaming on a Chromebook Plus gives Candace access to 1000s of games, as well as the hardware and software designed to help her do more (and game more) than she thought she could. This special segment will incorporate exclusive footage from a custom shoot as viewers learn about Parker's dual loves, echoing the multifaceted “hidden talents” of Chromebook Plus. In addition to this custom feature, the brand will also have visibility on various billboards and logo integrations within the film.
“Developing a love for gaming by playing with her brothers as a child, Candace shares how her competitive spirit transcended beyond the court,” said Adrienne Lofton, VP Marketing, Google. “Today, as a mom, a professional athlete, renowned broadcaster and role model, Candace’s demanding schedule doesn’t leave much room to play. Chromebook Plus is helping make that easier with the biggest games right on your Chromebook. Game anytime, anywhere, with Chromebook Plus.”
Directed by Joie Jacoby, known for her work on Return to Mexico City in 2009 and other notable projects, Candace Parker: Unapologetic presented by CarMax is an intimate portrait of Parker, filmed over the past year, offering an unprecedented glimpse into the legend’s remarkable journey both on and off the court. Viewers are invited into both the exhilarating and tender aspects of Parker's life, including her profound connections with her wife, Anya, and their cherished family moments, as she played for her hometown team, the Chicago Sky, in the recent part of her professional career.
Candace Parker: Unapologetic presented by CarMax premieres Saturday, November 12th at 9 PM E.T., exclusively on ESPN and will be available on ESPN+ immediately after.
About ESPN Films
ESPN Films has been an industry leader in documentary filmmaking since its inception in March 2008, producing more than 100 documentaries that have showcased some of the most compelling stories in sports. The high quality of storytelling, highlighted by the Peabody and Emmy Award-winning 30 for 30 series and the Academy-Award winning documentary “O.J.: Made in America,” has led to record viewership as well as multiple honors and critical acclaim. Additional projects from ESPN Films over the years have included 30 for 30 Shorts, Nine for IX, SEC Storied and Emmy award-winning docu-series “The Last Dance.” ESPN+ is the exclusive home for the entire 30 for 30 library.
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. During the fiscal year ended February 28, 2023, CarMax sold approximately 810,000 used vehicles and 590,000 wholesale vehicles at its auctions. In addition, CarMax Auto Finance originated nearly $9 billion in receivables during fiscal 2023, adding to its nearly $17 billion portfolio. CarMax has over 240 stores, more than 30,000 associates, and is proud to have been recognized for 19 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 2023 Responsibility Report. For more information, visit www.carmax.com.