BMW to ensure New Jersey Devils’ smooth ride


New Jersey Devils introduce BMW ice-level premium club Image: NHL

The National Hockey League (NHL) team New Jersey Devils (US) announced on October 26th a multiyear partnership with the German luxury vehicles company BMW that will see the premium automaker become an Official Devils Team Partner and the first-ever title partner of Devils’ digs – Prudential Center’s ice-level, 5,500-square-foot premium club: The M Lounge by BMW.

The ‘NHL’ stated that via the partnership, driven by amplifying premium experiences for Devils fans and Premium Seat Members, BMW drivers will receive free parking for Devils home games, and connect with Devils alumni, stakeholders and leadership through the new Devils Dine & Drive Series Presented by BMW, a four-part, live event series to be held at New Jersey restaurants and featuring some of BMW’s newest models.

The New Jersey Devils are a professional ice hockey team based in Newark, New Jersey (US). The Devils compete in the National Hockey League (NHL) as a member of the Metropolitan Division in the Eastern Conference. The club was founded as the Kansas City Scouts in Kansas City, Missouri, in 1974.

The National Hockey League (NHL) is a professional ice hockey league in North America comprising 32 teams – 25 in the United States and 7 in Canada. It is considered to be the premier professional ice hockey league in the world, and is one of the major professional sports leagues in the United States and Canada.

The 19,500-capacity Prudential Center is a multipurpose indoor arena in the Central Business District of Newark, New Jersey, United States. It was designed by HOK Sport, with the exterior designed by Morris Adjmi Architects. It serves as the digs of the New Jersey Devils.

Bayerische Motoren Werke AG, commonly referred to as BMW, is a German multinational corporate manufacturer of luxury vehicles and motorcycles headquartered in Munich, Bavaria, Germany.

The ‘NHL’ further stated that 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 additionally 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.

Said New Jersey Devils Senior Vice-President of Corporate Partnership Sales, Adam Cross, “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. 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.”

Added Cross, “As Prudential Center reopens to full capacity and welcomes fans, Season Ticket Members and Premium Clients back for the Devils 2021-2022 seasons (The NHL’s 2021-2022 regular seasons commenced on October 12th) and unparalleled concert line-up, we look forward to welcoming BMW drivers onto our campus with complimentary parking and effortless entrance via the BWM VIP East Entrance.”

Maintained Tom Shanley, Regional Vice-President, Eastern Region, BMW of North America, “We are proud to partner with the New Jersey Devils to establish a premium presence at the arena through innovative programing and engaging onsite activations. With more than 100 live events annually, we look forward to working together with the New Jersey Devils to create the ultimate BMW experience with the Ultimate Driving Machine.”

New Jersey Devils home game tickets are available for purchase by visiting, at Prudential Center’s Box Office, or calling 1-973-757-6000. To receive on-sale alerts and the opportunity to purchase tickets to Devils home games in the future before the general public visit.

The New Jersey Devils and Prudential Center remain committed to ensuring the safety of all fans.

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