Carvana Co. (CVNA) shares are soaring in Tuesday's trading session, climbing 5.04% as investors react positively to news of the company's extended partnership with the Professional Pickleball Association (PPA) Tour. This surge underscores the market's optimistic view of Carvana's strategic marketing initiatives.

The online used car retailer announced a new multi-year partnership with the PPA Tour, building on their successful title sponsorship. This move is seen as a strategic effort by Carvana to enhance its brand visibility and reach a growing audience in the rapidly expanding pickleball community.

While specific financial terms of the deal were not disclosed, investors appear to be betting that this continued partnership will translate into increased brand awareness and potential customer acquisition for Carvana. The company's commitment to high-profile sponsorships suggests confidence in its marketing strategy and overall business outlook, despite recent challenges in the used car market.