NJ Devils, Prudential launch NHL’s first-ever helmet partnership

Prudential Financial’s brand will be featured on New Jersey Devils’ player helmets beginning with Devils Training Camp and will remain on them through practices and games for the 2020-2021 season.

This is the National Hockey League’s first-ever helmet partnership, according to an announcement by the organizations.

Prudential Financial has been the naming rights partner for the NJ Devils home arena, Prudential Center, since 2007.

Prudential Financial and New Jersey Devils will initiate a new hockey helmet donation program providing co-branded helmets to diverse youth hockey players in New Jersey. The program will work in conjunction with the Devils’ efforts to support the local communities surrounding Newark and encourage interest in and access to hockey.

“For as long as we have called Newark home, Prudential Financial has been with us every step of the way,” said New Jersey Devils President Jake Reynolds in a prepared statement.

“Over a decade later, with our Prudential Center and their headquarters based in our shared home city, Prudential Financial was our first and only call when such a significant opportunity for brand placement and association was made available by the NHL,” Reynolds said. “For our shared values, commitment to our fans, community, youth education and programming and so much more, Prudential was a natural partner whose esteemed brand we are proud to see alongside our own for this special 2020-21 season opportunity.”

The 2020-21 NHL Regular Season is slated to open on Jan. 13, 2020.