BMW Becomes First-Ever Partner of Devils Ice-Level Premium Club

NEWARK, NJ – Innovation is embedded in BMW’s DNA, so it is fitting that the luxury automotive brand reached a multi-year partnership today with the New Jersey Devils that features the franchise’s first-ever title partner of the Prudential Center’s ice-level premium club. The 5,500-square-foot club will be named the M Lounge by BMW, a nod to the highest performing vehicles in the automaker’s fleet.

The partnership is driven by ‘amplifying premium experiences’ for hockey fans and premium seat members including a new Devils Dine & Drive Series Presented by BMW, a four-part, live event series that will be held at New Jersey restaurants while showcasing some of BMW’s newest models. BMW drivers will also receive free parking for Devils home games.

“We are proud to partner with the New Jersey Devils to establish a premium presence at the arena through innovative programming and engaging on-site activations,” said Tom Shanley, Regional Vice President, Eastern Region, BMW of North America.

In another franchise first, BMW will become the presenting partner of the Devils Mobile Tour presented by BMW, an interactive experience for kids and adults alike, amplified by the presence of BMW vehicles. BMW will also become the presenting partner of Prudential Center’s VIP East Entrance: BMW VIP East Entrance; and receive exposure via a luxury vehicle display outside Section 3 on Prudential Center’s Main Concourse.

“In BMW we have found the ideal presenting partner for our highly-coveted, ice-level premium club experience for Prudential Center Premium Club Seat Members: The M Lounge by BMW,” explained New Jersey Devils Senior Vice President of Corporate Partnership Sales, Adam Cross. “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.”

BMW simultaneously reached a similar agreement today with the New York Islanders.

As part of a new partnership with the New York Islanders, BMW will become the official luxury vehicle of the New York Islanders and UBS Arena, the Islanders’ new state-of-the art facility, which will open on November 20, 2021.

“We are excited to welcome BMW as a valued partner for both UBS Arena and the New York Islanders,” said Tim Leiweke, CEO of Oak View Group, the ownership group of the 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.”

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 -- which is closely located to parking areas reserved for UBS Arena premium members.

“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,” Shanley added.

As hockey arenas get back to full attendance in the 2021-22 season, expect more experiential marketing programs and partnerships to have an impact on brands.