BMW has announced two separate agreements to become the official luxury automotive partner of the New York Islanders and an official partner of the New Jersey Devils.
In collaboration with the NHL teams, BMW looks to focus on creating ‘premium experiences’ for hockey fans and event attendees at Prudential Center and UBS Arena.
Adam Cross, senior vice president, corporate partnerships sales, New Jersey Devils, commented: “BMW’s investment and partnership with NHL teams reflects the sophistication and premium appetite of hockey fans across the globe, and specifically in the greater New Jersey and New York metropolitan market.”
Additionally, the partnerships will include free parking and perks for BMW owners, a host of experiential activations designed to engage current and future BMW owners, and naming rights in select arena venues.
“As Prudential Center reopens to full capacity and welcomes fans, Season Ticket Members and Premium Clients/Seat Holders back for the Devils 2021-22 season and unparalleled concert line-up, we look forward to welcoming BMW drivers onto our campus with complimentary parking and effortless entrance via the BMW VIP East Entrance,” added Cross.
The car brand is the first-ever sponsor of Prudential Center’s ice-level club, a 5,500 sq ft space which will be called “M Lounge by BMW.” The partnership will also feature a four-part ‘BMW Dine & Drive Series’ with Devils alumni and leadership and the ‘Devils Mobile Tour presented by BMW’.
Moreover, BMW has also become the official vehicle of the New York Islanders and UBS Arena, providing a vehicle display within the arena’s Great Hall and the creation of a VIP entrance which is closely located to parking areas reserved for UBS Arena premium members.
“We are excited to welcome BMW as a valued partner for both UBS Arena and the New York Islanders,” noted Tim Leiweke, CEO of Oak View Group. “To have the opportunity to align with such a prestigious brand as we open this world class venue solidifies what we’ve created here at Belmont Park.”
BMW aims to establish a presence at both arenas through ‘innovative programming’ and ‘engaging on-site activations’.
Tom Shanley, Regional Vice President of the Eastern Region, BMW of North America, expressed how the partnerships will benefit all three organisations now and in the future, adding: “With more than 200 live events combined annually, we look forward to working together with both partners to create the ultimate BMW experience with the Ultimate Driving Machine.”