In its largest partnership in the auto category in terms of breadth and scale, Soho House Group has secured a global partnership with BMW.

The partnership spans SHG’s 12 locations in Europe and North America. The automaker will provide BMW i3 electric vehicles for driving experiences for members and guests at clubs and cultural events and will collaborate on an international arts program at Soho House locations around the world.

The partnership provides access to an influential audience: Soho House draws members from the fashion, film, music and media industries. Prospective members need to be nominated by two existing members and their application reviewed by an anonymous committee for admittance.

Jon Holman, president of sponsorship sales agency The Holman Group, brokered the partnership based on SHG’s and BMW’s involvement in the contemporary arts. SHG provides contemporary art programming for members, while BMW sponsors Art Basel, Frieze Art Fair and other art shows as a global marketing platform.

All but one of the world’s major contemporary art fairs are located in markets with a Soho House location, said Holman, pointing to Venice, Italy (Venice Biennale) as the exception.

“Contemporary art is a key platform for BMW globally, so I presented the idea for a partnership centered on a contemporary art platform.”

SHG and BMW will leverage each other’s assets to connect with art lovers. The two organizations next month will host art talks at Soho Beach House Miami around Art Basel Miami Beach, while BMW will promote Soho House on vehicles at the contemporary art show.

The partnership also gives BMW test drives, lead generation and sales opportunities at the local level. For example, BMW in August provided vehicles for the soft launch of Soho House Chicago. The automaker provided the vehicles to musicians staying at the club for the Lollapalooza music festival.

BMW’s use of Soho House as a platform to promote the i3 was a coincidence, said Holman, noting that the deal took two years to put together.

“We were very fortunate to launch the partnership at the same time BMW was launching their new electronic vehicle line. The demographic they are targeting is exactly the same demographic as Soho House members.”

“BMW I and Soho House share a common mindset: both brands strive for innovation, creativity as well as a special sense for aesthetic-setting new design standards. What I look forward to most about our partnership is our determination to create memorable and sophisticated experiences together,” said Steven Althaus, BMW Group’s senior vice president of brand management, in a statement announcing the partnership.

The Holman Group also has brokered a U.S. partnership between SHG and Swatch. The partnership—which focuses on millennial Soho House members—may expand to additional markets, said Holman.