A black-owned company will get its logo on the Devils’ helmets for 13 games, thanks to Prudential

A black-owned company will get its logo on the Devils' helmets for 13 games, thanks to Prudential

The opportunity, which will be formally announced Wednesday morning, is the latest effort from the Buy Black business program, a groundbreaking business and marketing program for Black entrepreneurs that was created by the New Jersey Devils and is sponsored by Prudential Financial.

A Black-owned business based in New Jersey will have its logo on the helmets of New Jersey Devils players for 13 games this season, thanks to Prudential Financial, which is donating its premium helmet placement.


  • Interested companies can submit an application starting Wednesday through Oct. 29 here. The selected company will be announced in mid-November. The program will start Dec. 8.

  • The donation of a premium marketing placement is believed to be a first in not only the NHL, but also the sports industry.

Devils home opener Friday

Susan Somersille Johnson, Prudential Financial’s chief marketing officer, said the company was thrilled to offer the opportunity.

The Devils will open the 2021-22 season at 7 p.m. Friday against the Chicago Blackhawks. Tickets are still available. Click here or call 973-757-6000.

“With hometown sports fans and the world watching, we’re proud to spotlight Black entrepreneurs on and off the ice,” she said. “In partnership with the New Jersey Devils, we’re providing businesses with support, visibility and financial guidance to help them grow, thrive and win.”

The program also will offer the selected company expert marketing and business consultation, advertising exposure, financial wellness counseling with a Prudential Financial adviser, local networking opportunities and more. Devils President Jake Reynolds said the program will have impact.

“This partnership with Prudential Financial is about amplifying the power of sports and live entertainment to drive meaningful change in our community,” he said. “One of the elements that makes this partnership so impactful are the aligned values that our organizations share.” Reynolds saluted Prudential for its commitment.

“That Prudential Financial would donate the most powerful brand and marketing placement opportunity in professional sports to a Black-owned business should truly be an inspiration to mindful brands and professional sports leagues and teams across the globe,” he said. The helmet placement is just one of many donations Prudential is making. For the second consecutive year, the company will donate 200 helmets to Black youth ice hockey programs in New Jersey.

“Last year, the New Jersey Devils organization made a long-term commitment to leverage our brand and business to help address disparities faced by the Black community,” he said. “The Buy Black Program Presented by Prudential Financial is designed to increase exposure, access and growth opportunities for local Black-owned businesses. “Thanks to Prudential’s continuing partnership, we can expand on the benefits and impact of the program as we carry out our commitment forward.”

David Gould, the chief diversity officer for the Devils’ owners, Harris Blitzer Sports & Entertainment, said the program is a way the organization is having impact. Last December, the Devils and Prudential became the first team in NHL history to announce a helmet brand partnership.