Islanders Embrace Modern Branding to Challenge Top NYC Teams

New marketing approach and star player Matthew Schaefer help drive ticket sales and social engagement

Mar. 2, 2026 at 7:47pm

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The New York Islanders have taken a more proactive and modern approach to their marketing and branding this season, moving away from the tight restrictions of previous team president Lou Lamoriello. This includes heavily promoting star player Matthew Schaefer, embracing social media, and launching an in-house docuseries. The team's improved on-ice performance has also helped drive a turnaround in attendance, with 12 straight sellouts. The Islanders are aiming to challenge the dominance of bigger New York sports brands like the Yankees and Rangers by positioning themselves as a "challenger brand" that is "younger, cooler, more diverse and a little bit more interesting."

Why it matters

The Islanders' shift in marketing strategy reflects a recognition that they need to be more aggressive in building their brand and fan engagement, especially as they look to establish their new home arena at Belmont Park. By embracing modern marketing tactics and highlighting their emerging star players, the team hopes to attract a younger, more diverse fanbase and challenge the dominance of the city's traditional sports powerhouses.

The details

The Islanders have been much more creative with their social media content, including featuring players more prominently. They've also launched an in-house docuseries. Team president Kelly Cheeseman says the club started seeing a turnaround in attendance around Thanksgiving, which has continued. Cheeseman credits much of the team's increased social media engagement to the play and promotion of star defenseman Matthew Schaefer, who was recently named the NHL's first star of the week.

  • The Islanders' new marketing approach began at the start of the 2026 season.
  • The team has seen 12 straight sellouts since around Thanksgiving 2026.
  • The Islanders will host the NHL All-Star Game next year when construction on the Belmont Park campus is complete.

The players

Matthew Schaefer

A star defenseman for the New York Islanders who has been heavily promoted by the team this season and was recently named the NHL's first star of the week.

Kelly Cheeseman

The president of business operations for the New York Islanders, hired at the start of the 2026 season to help drive the team's new marketing strategy.

Lou Lamoriello

The previous team president of the New York Islanders who had implemented tight restrictions on the team's social media content and player promotion.

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What they’re saying

“We're a challenger brand, right? We're maybe the sixth, seventh brand in the market, in some people's eyes. We don't want to be that. We want to punch the big guys in the mouth a little bit here and there by doing things they're not willing to do and make our brand a little more interesting.”

— Kelly Cheeseman, President of Business Operations, New York Islanders

“It kind of allows fans, young kids who maybe their grandfathers and grandmothers were Rangers fans — they want to walk in the door with their Islanders shirts. We love that. They're younger, cooler, more diverse and a little bit more interesting and intriguing than some of the older brands in the market. Maybe that pushes it our way.”

— Kelly Cheeseman, President of Business Operations, New York Islanders

What’s next

The Islanders are planning a 'relaunch' of UBS Arena next year when construction on the Belmont Park campus is complete and the team hosts the NHL All-Star Game.

The takeaway

The Islanders' shift in marketing strategy shows a willingness to embrace modern branding and fan engagement tactics in order to challenge the dominance of New York's traditional sports powerhouses. By highlighting emerging stars like Matthew Schaefer and creating more dynamic content, the team hopes to attract a younger, more diverse fanbase and establish a stronger identity as an up-and-coming 'challenger brand' in the crowded New York sports landscape.