German automotive manufacturer BMW has signed on as the latest official partner of UBS Arena, the forthcoming new home of NHL ice hockey franchise New York Islanders.

Under a deal agreed with the Islanders, BMW will serve as the official and exclusive luxury vehicle of UBS Arena and the team.

The partnership will focus on elevating the premium experience for concert and hockey fans through several touchpoints, most notably ownership of a VIP entrance – BMW Premium Entry – East. This entrance will be closely located to parking areas reserved for UBS Arena premium members.

BMW will also have a vehicle showplace display located within the Great Hall, providing maximum visibility to guests entering the venue.

“We are excited to welcome BMW as a valued partner for both UBS Arena and the New York Islanders,” said Tim Leiweke, CEO of UBS Arena developer 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 will provide a variety of unique programs designed to engage both current BMW owners, as well as potential future customers. The BMW Parking Program will launch when the building opens next month. It will allow guests who arrive at UBS Arena in a BMW to receive complimentary parking for all events.

BMW also plans to bring their award-winning experiences on site to the arena throughout the course of the partnership, while also giving fans and partners access to their full suite of event experiences off campus.

“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,” said Tom Shanley, regional vice-president for the eastern region at BMW of North America.

“With more than 100 live events annually, we look forward to working together with the New York Islanders to create the ultimate BMW experience with the ‘Ultimate Driving Machine’.”

The BMW deal comes after the US arm of South Korean automotive manufacturer Hyundai was last week named as a founding partner of UBS Arena and the official non-luxury import vehicle of both the venue and the Islanders.

As part of the partnership, Hyundai will sponsor one of the premier premium spaces in the venue. The Hyundai Club will seek to bring the ultimate Islanders sports bar directly to fans’ live hockey experience. Including views of the ice, the space is designed to bring the history of the team to life with historical pieces and memorabilia lining the walls.

Hyundai will also have two vehicles displayed within the building itself. Hyundai’s all-new Tucson SUV will reside in the Great Hall while its flagship SUV, the Hyundai Palisade, will be stationed on the main concourse. The Tucson in the Great Hall will be wrapped and branded in an Islanders theme.

The $1.1bn (£800.5m/€946.5m) UBS Arena is a 19,000-seat multi-purpose venue that is finishing construction adjacent to the Belmont Park racetrack. In addition to being the new home to the Islanders, the arena will seek to deliver an unmatched live entertainment experience with clear sightlines and premier acoustics.

Opening November 20 with an NHL game between the Islanders and Calgary Flames, UBS Arena will host more than 150 major events annually. UBS Arena intends on being carbon neutral for operations before 2024, which will make it the first arena to do so on the eastern United States seaboard.

Along with BMW and Hyundai, UBS Arena’s official partner roster currently also includes Northwell Health, Verizon, Heineken, Dime and Ticketmaster. Swiss financial services company UBS acquired naming rights to the venue back in July 2020 in a 20-year deal worth a reported $275m.

Image: UBS Arena