Carter Machinery Partners with Virginia Tech Athletics as Preferred Equipment Partner
Virginia-based equipment leader signs three-year deal with the Hokies.
SALEM, Va. (Sept. 15, 2025) – Carter Machinery has secured a three-year partnership with Virginia Tech Athletics to become the Hokies’ preferred equipment partner, marking a significant investment in the university’s athletic programs and facilities. The collaboration leverages Carter Machinery’s 97-year track record of supporting Virginia’s infrastructure and communities while providing enhanced experiences for Hokie fans and student-athletes.
The partnership launched with the 2025 football season and includes prominent branded signage at Lane Stadium and Cassell Coliseum, collaborative digital marketing campaigns and special activations throughout the year. Carter Machinery will serve as the presenting sponsor of Virginia Tech’s upcoming game against the Cal Golden Bears, showcasing the partnership’s immediate impact on high-profile athletic events.
“Carter Machinery has been part of the fabric of our region for nearly a century,” said Whit Babcock, Director of Athletics at Virginia Tech. “Their commitment to excellence and reliability mirrors the spirit of Hokie Nation, and we are excited to welcome them as a key partner in enhancing the student-athlete and fan experience while supporting the infrastructure that makes our programs successful.”
Carter Machinery is also launching the Carter Hokies Fan Club alongside this collaboration. Fans can register online for exclusive access to Carter’s tailgate and watch party events before each Virginia Tech home football game.
As the largest Cat® equipment dealer in the Mid-Atlantic, Carter Machinery supports the industries and infrastructure projects that fuel economic growth across Virginia. The Virginia Tech Athletics partnership reflects the company’s continued investment in the communities it serves while providing a platform to demonstrate how reliable equipment and service excellence power critical operations – from major construction projects to university facility management.
“This partnership represents our shared commitment to excellence and the communities we serve,” said Craig Kahoun, Executive Vice President of Carter Machinery. “Virginia Tech Athletics embodies the same values that have driven us for 97 years – excellence, integrity and teamwork. We are proud to stand alongside the Hokies and support their continued success both on and off the field.” The partnership extends beyond traditional sponsorship, with Carter Machinery’s expertise in facility operations and infrastructure support complementing Virginia Tech’s ongoing commitment to world-class athletic facilities. Fans will see Carter Machinery integrated throughout game-day experiences, with additional community-focused initiatives planned for the upcoming seasons.
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About Carter Machinery
Carter Machinery is the authorized Cat® dealer for Virginia, Maryland, Delaware and Washington, D.C., offering a full range of equipment, rental and power solutions. With over 30 locations and a 97-year track record of success, Carter Machinery empowers industries to build, connect and power communities through smart, durable equipment and service excellence.