BMW Partners With Two NHL Franchises

BMW is partnering with the New Jersey Devils and New York Islanders in two separate agreements. 

The brand becomes the official luxury automotive partner of the New York Islanders and an official partner of the New Jersey Devils.

BMW’s focus will be on creating premium experiences for hockey fans and event attendees at Prudential Center and UBS Arena, the Islanders’ new facility, which opens Nov. 20.

The partnerships will include free parking and perks for BMW owners, a range of experiential activations designed to engage current and future BMW owners, and naming rights in select arena venues. 

The automaker will “establish a premium presence at both arenas through innovative programming and engaging on-site activations” at more than 200 live events combined annually, says Tom Shanley regional vice president, Eastern Region, BMW of North America. 



BMW already has naming rights of the premium lounge at SAP Center, home of the San Jose Sharks, as well as a sponsorship deal with the Florida Panthers and BBT Center. 

At Prudential Center, BMW becomes the first-ever sponsor of the stadium’s ice-level premium club, a 5,500 square-foot  space which will be called “M Lounge by BMW.”  

The partnership will also feature a four-part “BMW Dine & Drive Series” featuring Devils alumni and leadership and the “Devils Mobile Tour presented by BMW,” an interactive experience aimed at both kids and adults.

Additional elements of the partnership include free parking for BMW drivers, a vehicle display on Prudential Center’s main concourse, and the renaming of Prudential Center’s VIP East Entrance to the BMW VIP East Entrance.

BMW’s investment and partnership with NHL teams reflects “the sophistication and premium appetite of hockey fans,” says Adam Cross, senior vice president, corporate partnerships sales, New Jersey Devils. 

At UBS Arena, the partnership will provide free parking to guests who arrive to UBS Arena in a BMW, a vehicle display within the arena’s Great Hall and the creation of a VIP entrance, BMW Premium Entry East.

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