In a bold move to strengthen its presence in the competitive New York market, JetBlue has secured a significant sponsorship agreement with UBS Arena and the New York Islanders, becoming the official domestic airline partner as part of a new 15-year deal.
This agreement is believed to be the largest sponsorship commitment for the 3-year-old UBS Arena outside of the 20-year naming rights deal with UBS, valued between $17.5 million to $18 million annually. The partnership includes exclusive entitlement and exterior signage on the arena's Northwest Terrace and naming rights to the arena's event level, which will now be known as the "JetBlue Runway Level."
Additionally, the deal involves rebranding the Spotlight Club premium hospitality area and the Spotlight Suites, which will now be called the Mosaic Lounge and Mosaic Suites, reflecting the airline's loyalty program. Mosaic members will benefit from dedicated access to a priority lane at the arena’s main entrance, enhancing their event experience.
Located just miles away from LaGuardia (14 miles) and JFK (7 miles) airports, and with its headquarters in Long Island City (16 miles from the venue), JetBlue is well-positioned to leverage this partnership geographically.
John Collins, operating partner for the Islanders, shared insights on the deal, stating, "Across our overall campus, we’re creating a unique blend of sports, music, and fashion. JetBlue saw the opportunity to connect with both consumer and business audiences, and they appreciated that we offer more than just visibility but an asset they could actively engage with."
Collins highlighted that UBS Arena will be hosting the Video Music Awards next week and that plans for a luxury retail outlet and renovation of the Belmont Park thoroughbred track are slated for 2026, adding further appeal to the partnership.
The airline sector, especially for domestic brands, has traditionally been selective with sponsorships, particularly after the severe impact of COVID-19. The significance of this large-scale deal prompts the question: Is the airline industry back on track as a major player in sponsorship spending? This development follows other notable deals, such as Emirates' recent NBA partnership.
While Delta remains a dominant sponsor in the New York market, JetBlue has primarily focused on Boston, with sponsorships involving the Boston Marathon, Bruins, Celtics, TD Garden, Patriots, and Red Sox. However, this new deal marks a strategic expansion of JetBlue's influence in New York.
Dan Griffis, President of Global Partnerships at Oak View Group (OVG), which played a key role in developing UBS Arena and managing its sponsorship assets, commented, "This deal indicates a resurgence in airline sponsorships, particularly in major hubs like New York. It's a commitment that goes beyond just the hockey season — it's a year-round engagement for the entire campus."
The New York Islanders’ other official partners include Dime Community Bank, Ford, Heineken, Hyundai, Northwell, Ticketmaster, and Verizon.
This article is based on information originally reported by Sports Business Journal.