The New York Islanders have seen a significant shift in their approach off the ice this season, with the team's fortunes significantly improved. The team has also taken a more proactive approach to their marketing, including the inclusion of players in their social media content and more creative content. This shift has led to a 12th consecutive sellout for the team. President of business operations Kelly Cheeseman credits Matthew Schaefer's performance as a key player in the team’s success. Cheesman also highlighted the team as a challenger brand, stating they want to challenge big brands in the market by doing things they're not willing to do. The club is looking to relaunch UBS Arena next year, when construction is completed on the Belmont Park racetrack next door and the Islanders will host the All-Star Game.