Seeking to establish a strong presence in the highly competitive New York market, JetBlue will become the domestic aviation sponsor of UBS Arena and the Islanders under a new 15-year agreement.

The deal is believed to be the largest sponsorship deal for the three-year arena, aside from a 20-year naming rights deal with UBS (valued at $17.5 million to $18 million per year). It includes naming rights and exterior signage for the arena’s Northwest Terrace, as well as naming rights for the arena’s events level, which will become the JetBlue Runway Level.

The agreement also includes rebranding the premium hospitality area Spotlight Club and Spotlight Suites to Mosaic Lounge and Mosaic Suites, respectively, in deference to the airline’s frequency/loyalty program. Mosaic members will also receive access to a priority lane at the main entrance to the arena.

JetBlue flies from LaGuardia (14 miles from UBS Arena) and JFK (7 miles from the arena). The airline is headquartered in Long Island City (16 miles from the venue).

“We’re building a crossover of sports, music and fashion across our campus, and (JetBlue) liked both the consumer and B2B approach and the fact that we’re connecting assets that they can participate in rather than just selling to the public,” said Islanders operating partner John Collins, who noted the Video Music Awards next week at UBS Arena, as well as an upcoming “luxury retail store” and renovations to the Belmont Park racetrack, set to take place in 2026.

Traditionally, few domestic airline brands have spent money on sponsorships, and it has been one of the sectors hardest hit by the COVID lockdown. Despite the anomalies in the New York market, the cross-industry question this big deal must raise is whether the category will fly as a sponsor again. It’s a question I thought about in the wake of Emirates’ big NBA deal earlier this year.

Delta is a big investor in the New York market (see chart below). JetBlue has focused primarily on the Boston market, with sponsorships for the Boston Marathon, Bruins, Celtics, TD Garden, Patriots and Red Sox — but has other deals in the New York market.

Oak View Group had a hand in the arena’s development and is selling major sponsorship assets. “Especially in the larger hubs around the country, it tells me the (airline) category is coming back,” said Dan Griffis, president of global partnerships for OVG. “Locally, it shows that this isn’t just a hockey-season game — it’s a year-round campus game.”

Other official Islanders sponsors include Dime Community Bank, Ford, Heineken, Hyundai, Northwell, Ticketmaster and Verizon.