Picture this: In the bustling sports scene of Long Island, the New York Islanders are grappling with a fan engagement puzzle that's equal parts exciting opportunity and pressing challenge—figuring out how to broaden their dedicated supporter circle to fill seats and build a thriving community. It's a story of ambition, innovation, and the high-stakes dance of modern sports business that could redefine how a team connects with its audience. But here's where it gets intriguing—let's dive into the details and see what the Islanders' new leader has in mind.
Detroit—Just over a month and a half into his fresh position as the Islanders' president of business operations, Kelly Cheeseman has pinpointed both the ripe potential for expansion and the hurdles facing the team's supporter base and turnout at UBS Arena. As someone who describes himself as a 'builder,' Cheeseman shared his insights during a Zoom chat with Newsday on Tuesday, envisioning the entire Long Island region—from the vibrant neighborhoods of Queens and Brooklyn all the way to the tip of Montauk—as a vast market teeming with more than eight million potential fans.
He acknowledges the team's solid footing from UBS Arena eastward to Montauk, but emphasizes the need to strengthen their presence in Queens and Brooklyn to truly expand their reach. 'We’ve got to grow this fan base here,' he stressed, highlighting the importance of cultivating a more robust and appealing supporter group. Cheeseman, who stepped into this role on November 1 after nearly 25 years with the Los Angeles Kings, where he climbed the ranks to become AEG Sports' chief operating officer, believes the Islanders must urgently diversify and rejuvenate their audience.
Specifically, he wants to attract younger fans, more diverse demographics, and a greater number of women to enhance the already loyal core that passionately roots for the team. 'We need to become younger, more diverse, more female as quickly as possible,' Cheeseman explained, noting that these emerging groups are steadily growing across the entire National Hockey League. In contrast, the Islanders' current fan base lags behind the league average in age and diversity—a gap that could impact long-term competitiveness if not addressed.
But here's the part most people miss: Cheeseman isn't just focusing on the challenges; he's spotlighting the positives that could accelerate this transformation. For instance, the marketability of their top draft pick, Matthew Schaefer—the No. 1 overall selection—has injected fresh energy. And with the team boasting a solid record of 19 wins, 11 losses, and 3 ties heading into Tuesday night's showdown against the Red Wings, optimism is running high. Cheeseman also values his collaborative bond with rookie general manager Mathieu Darche, who, unlike his predecessor Lou Lamoriello, allows players to engage in community initiatives even during the season. This shift opens doors for outreach that could foster deeper connections.
Despite these bright spots, the attendance figures tell a mixed story. Through 18 home games at the 17,255-seat UBS Arena, the average turnout has dipped to 15,530—lower than last season's 15,979, which was already the lowest since the venue opened in 2021. That said, there have been six sold-out events, including five of the last 10 home contests, signaling a glimmer of hope. 'We have a real chance to sell out most of the games, if not all of them, all the way to the Olympic break in February,' Cheeseman said, calling it a 'really positive trend.'
Yet, he acknowledged that the Islanders still struggle during peak busy times, like the holidays. 'We’re not strong enough on a consistent basis to be able to sustain tough windows of time that are consistent for anybody: Early December, between Thanksgiving and Hanukkah and Christmas,' he noted. Everyone, after all, has packed schedules during these periods, making it tough for sports events to compete. This raises an interesting dilemma—how do teams balance universal human rhythms with the need for steady fan turnout? It's a universal challenge in professional sports, and one that sparks debate among fans and executives alike.
On a brighter note, the atmosphere inside UBS Arena has noticeably improved this season, thanks to enhancements that were previously off-limits under Lamoriello's tenure. Now, the scoreboard features more game stats, replay highlights, and lighthearted videos showcasing players' personalities, all produced by the team's social media squad. The persistent boos that marred last season's games have largely vanished, largely attributed to the team's strong play and Schaefer's standout performances. This shift has created a more supportive environment, as echoed by team captain Anders Lee in his conversation with Newsday.
'Yeah, we notice,' Lee said. 'It’s been a lot. The energy has been better. The support has been better. The cheers have been better. It makes a difference, it really does. We’ve been performing well and that brought some people back. But, at the same time, we’ve been playing well because we’ve got them [the fans] as well. It’s fun to see that building start to go like it should.' This mutual boost between players and fans underscores the magic of sports—when one side rallies, it often lifts the other, creating a virtuous cycle that's hard to quantify but easy to feel.
Cheeseman also highlighted encouraging signs in fan interaction. App downloads have surged by 136%, while social media engagement has more than doubled, jumping over 100%. Television ratings, as measured by Nielsen (a leading audience measurement firm that tracks viewership data), are up 37% overall, with a whopping 58% increase in the key 25-54 age demographic. Team jersey sales have climbed 63%, reflecting growing enthusiasm. 'We’ve been gifted a special player here that our core players like Mathew Barzal are really reacting well to,' Cheeseman remarked about Schaefer, illustrating how one talent can ripple through the team's ecosystem.
Still, conversations with Islanders supporters last season revealed persistent frustrations, particularly around parking at UBS Arena. Cheeseman, who has strolled the concourses and mingled with fans in the suites during games, admits it's a ongoing issue. 'We have to continue to improve on our overall experience at UBS Arena,' he stated, noting that ticket sales have risen by 7%. He emphasized the need to tackle transportation and parking challenges as the arena's campus develops, warning that perfection might be unattainable but improvement is essential.
'We have lots of parking options and lots of transportation options that a lot of arenas don’t have, including arenas that are in our market,' Cheeseman explained. 'I don’t think it will ever be perfect at any arena…So can we consistently look for better options and improve on them? Absolutely. But you’re always going to be limited at any stadium or any arena.' This acknowledgment introduces a subtle counterpoint—perhaps some fans expect too much from venues, and a balanced view recognizes that no facility is flawless, sparking a debate on whether teams should invest heavily in perfection or manage expectations realistically.
The Islanders are also exploring better ways to bundle parking for season ticket holders. Looking ahead, Cheeseman is crafting a four-year improvement roadmap inspired by this season's outcomes. Key milestones include the 2026 reopening of Belmont Park after its renovation, the ongoing expansion of dining and shopping at Belmont Park Village, and the NHL All-Star Weekend at UBS Arena from February 5-7, 2027—all poised to drive positive momentum.
In wrapping up, this isn't just about filling seats; it's about evolving with the times and building a fan base that's as dynamic as the game itself. But here's where it gets controversial—is pushing for a younger, more diverse audience the right strategy, or could it alienate the loyal core that's kept the team afloat? And what about those parking woes—should the Islanders prioritize immediate fixes over long-term plans? We'd love to hear your thoughts: Do you agree with Cheeseman's vision, or do you see potential pitfalls? Share your opinions in the comments below and let's discuss!
Andrew Gross has been covering the Islanders for Newsday since 2018, bringing nearly two decades of NHL reporting experience that started in 2003. His past beats have included the Rangers, Devils, Jets, St. John’s, and MLB, giving him a broad perspective on the sports world.
