Competitive Edge - Sports & Entertainment Marketing News

CarMax ads featuring basketball star Sue Bird go viral, call attention to gender bias in sports


A series of CarMax advertisements featuring WNBA superstar Sue Bird, which recently went viral on social media, uses humor and misdirection to elevate female athletes who have faced decades of underrepresentation in media. Bird’s accomplishments on the court put her among the best players to ever play professional basketball.

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Discussion Questions:

  1. What is gender bias in sports?
  2. What do you think sports business leaders can do to address the issue of gender bias in the industry?
  3. How might athletes like Sue Bird help to address the issue?
  4. Why do you think CarMax chose to feature Sue Bird in their advertisements?
  5. What does it mean to “go viral” on social media from a marketing perspective?
  6. Why do you think this ad went viral?
  7. How might CarMax benefit from the ad going viral?
  8. Do you think this ad going viral will help improve the gender bias issues in sports? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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