Key Takeaways
BMW of North America will serve as presenting partner of the Capitals Mites on Ice program, which provides more than 600 youth hockey players the opportunity to play at Capital One Arena during intermissions
The multiyear partnership begins with the 2025-26 season and extends to Capitals Alumni Weekend and Monumental Sports & Entertainment Foundation’s Caps Fore Charity event
BMW will activate at youth hockey development events at MedStar Capitals Iceplex, the Capitals’ practice facility
The partnership includes integration on Monumental Sports Network and additional brand presence during Capitals home games
Partnership Scope and Timeline
The Washington Capitals and BMW of North America announced a multiyear partnership that positions the automaker as a presenting partner across several youth hockey and alumni initiatives. The deal takes effect with the 2025-26 NHL season.
BMW’s role includes presenting partnership of the Mites on Ice program, Capitals Alumni Weekend scheduled for mid-October, and participation in Caps Fore Charity, the foundation’s annual charitable golf event. The partnership also includes activations at MedStar Capitals Iceplex, where BMW will engage with youth hockey development programming.
On-Ice Access for 600+ Youth Players
The centerpiece of the partnership is Mites on Ice, a program that gives youth hockey players game-day experience at Capital One Arena. More than 600 young athletes participate annually, playing on NHL ice during intermissions at Capitals home games.
The program creates visibility for youth hockey in the D.C. market while offering young players exposure to a professional environment. BMW’s presenting partnership adds brand support to a program that has become a regular feature of the Capitals’ home schedule.
Community and Facility Integration
Beyond game-day programming, BMW will engage with the Capitals organization through alumni events and charitable initiatives. Alumni Weekend brings together former players and coaches for an annual reunion tied to Capitals history.
The Caps Fore Charity event, organized by Monumental Sports & Entertainment Foundation, represents another touchpoint in the partnership. BMW will also maintain a presence at MedStar Capitals Iceplex, the team’s training facility in Arlington, Virginia, where youth development programming takes place.
“BMW North America and our local area BMW dealers are thrilled to join forces with the Washington Capitals, an elite organization that shares our values of high-performance, innovation, and excellence,” said Tom Shanley, Vice President, Eastern Region, BMW of North America. “This partnership allows us to connect with a passionate and dedicated fanbase while giving them new ways to experience BMW.”
Fans will see BMW integration during Capitals broadcasts on Monumental Sports Network, as well as through in-arena and facility activations.
Strategic Implications
By tying brand presence to youth access programs like Mites on Ice, BMW gains visibility with families actively involved in youth hockey, a demographic that aligns with the brand’s customer profile.
For the Capitals, the deal adds corporate support to existing youth hockey initiatives while maintaining programming that serves the local hockey community. The multiyear structure provides stability for Mites on Ice and related programs through at least the 2025-26 season.
via: NHL
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