BMW, the German car manufacturer, has sealed sponsorship agreements with two North American ice hockey NHL franchises – the New York Islanders and New Jersey Devils.
Via the agreement with the New York Islanders, the car brand will become the official and exclusive luxury vehicle to both the NHL franchise and its home UBS Arena.
BMW will receive brand visibility at the venue via naming rights to the east entrance, which will be called the BMW Premium Entry, and a vehicle showplace in the Great Hall.
A BMW parking programme will also be launched in line with the arena’s opening next month having undergone construction. The programme will offer guests who arrive in a BMW to receive complimentary parking for all events.
Tim Leiweke, chief executive of Oak View Group, said: "We are excited to welcome BMW as a valued partner for both UBS Arena and the New York Islanders.
"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."
Tom Shanley, regional vice president of BMW of North America, added: "We are proud to partner with the New York Islanders to establish a premium presence at UBS Arena through innovative programming and engaging on-site activations."
The multi-year deal with the New Jersey Devils will see BMW become an official partner to the team, as well as the first-ever title partner to the team’s home Prudential Center ice-level, which will become known as the M Lounge by BMW.
The deal is similar in that BMW will become presenting partner of the arena’s east entrance, which will become known as the BMW VIP East Entrance, as well as have its vehicles featured at the venue’s Main Concourse.
BMW drivers will also receive free parking for the team’s home games.
The pair will collaborate to deliver a new Devils Dine and Drive Series, which will be presented by BMW. The series will be held at local restaurants and feature BMW models.
In addition, BMW will become the presenting partner of the Devils Mobile Tour.
Meanwhile, Pittsburgh Penguins, also of the NHL, has extended its partnership with energy supplier Agway Energy Services for the 2022 season.
Agway will receive exposure via in-arena signage, as well as on the team’s website and game tickets.
This marks the third year the pair have collaborated.