Prudential Financial is donating its coveted New Jersey Devils helmet brand position for 30 games to a Black-owned, Newark-based business, the company and sports team announced July 18.

This marks the third year of the Devils Buy Black Program, presented by Prudential, which aims to support business opportunities for Black entrepreneurs. Applications for the program also open July 18.

In this year’s iteration, the Black-owned business that wins the helmet spot will be advertised as such at all road games. The events will include broadcast exposure on MSG Networks, ESPN+/Hulu, Turner Sports, NHL Network, International Rightsholders and a range of significant Devils digital and social platforms.

Former Devils Captain Bryce Salvador and current Devils players will join the program to review submissions and help select a winner.

“This program is making a big impact helping Black entrepreneurs build, grow and sustain their businesses on a local and national scale, and together we look forward to working with the Devils team and Bryce Salvador to provide these businesses with new opportunities,” said Susan Somersille Johnson, Prudential Financial‘s chief marketing officer.

Salvador spent 14 years in the National Hockey League; he was the first Black captain in Devils history and just the third in NHL history. He joins the team now in a different capacity as a liaison for the Devils Buy Black Program, educating and engaging current players, meeting with the winning entrepreneur(s), and participating in a lecture series with Prudential executives.

“The Devils Buy Black Program presented by Prudential Financial has done tremendous work supporting New Jersey-based, Black-owned businesses in our community, by providing resources, exposure, and opportunity,” said Salvador. “I look forward to helping advance that program, by being part of the selection committee with Prudential, connecting with the current and previous companies that have participated, and helping our current players get involved and be part of its impact. The authenticity of the work done has resonated with me, and I am proud to serve as a bridge between Prudential, the program and the Devils organization.”

Salvador was named the 10th captain for the New Jersey Devils during the 2012-13 season and kept the role for three more seasons until his retirement. Since then, Salvador’s helped run hockey training company xHockeyProducts and has served as a regional and national broadcaster for MSG Networks and TNT.

As a League, we understand that investing in diverse businesses strengthens our communities through economic empowerment and builds relationships that lead to fandom.”
— Kim Davis, senior executive vice president, NHL

“The Devils Buy Black Program is a Best in Class example of ways in which our Clubs can continue to lean in and invest into the future growth of hockey and our local communities.”

More than 200 businesses have applied for the program over the last two years. Razu, an Irvington-based networking and collaboration digital platform for musicians, won in 2021-22; and in 2020-21 both Flows Tasty Treats and Newark Paper Co. won helmet spots.

Razu’s selection for the partnership generated over 186 million incremental impressions and introduced Razu to the world, according to the Devils. And, the company received over $500,000 in media value and more than 42,000,000 impressions across social media from the helmet decal. This exposure resulted in a 100% increase in traffic to Razu’s website and a 20% increase in users.

“Razu’s selection as last year’s featured company for the Devils Buy Black Program Presented by Prudential Financial was truly a life-changing (once-in-a-lifetime) experience for myself and the entire company,” said Razu CEO Marc Saint-Ulysse.

“The announcement helped introduce Razu to the world, and a whole new audience of people who recognized the brand and were interested in what we were doing in the music industry. The media impact, social media impressions, and brand awareness were invaluable to the company. We received over half-a-million dollars in media exposure and a 100% increase in traffic to our site,” he said. “Being involved with the great people at the Devils and Prudential Financial has set us up for much greater future success and I couldn’t be happier.”