NJ Devils, Prudential reveal 2023-24’s winning Buy Black business

Listen to this article

PeduL, a Newark-based diversity recruiting marketplace, was picked as the winning business for the New Jersey Devils Buy Black Program for the 2023-24 NHL season.

Launched in 2020, the marketing initiative – which is presented in partnership with Prudential Financial Inc. – is designed to help local Black entrepreneurs gain exposure among its key customer base so they can grow and succeed.

Along with an opportunity to have their business featured in Newark’s Prudential Center, the winning venture’s logo appears on the hockey team’s helmet during away games, giving broadcast exposure on television and on the Devils’ social and digital platforms. The business is also provided access to marketing advice and counseling with a Prudential Financial professional as well as networking opportunities.

According to the Devils and Prudential, over the past three years, the program has received nearly 400 entries. Previous winners include Newark Paper Co., Flows Tasty Treats, Razu and, most recently LeGrand Coffee House. 

Founded by Rutgers University alumni Chisa Egbelu and Kayla Michel, PeduL seeks to reimagine how employers connect with the current generation of job seekers by creating engaging videos that highlight a companies’ unique industries, roles and cultures.

In announcing this season’s winner, the Devils and Prudential noted that PeduL applied three times for the Buy Black program, demonstrating the company’s eagerness for growth and brand exposure.

“The process of building this business has been really hard, and to be able to do it in the city you call home means a lot,” Egbelu said in a statement. “I’ve been to Prudential Center, seen the logos, and always wondering one day we’ll be there too. Having that title night will be unfathomable.”

New for this season, PeduL will serve as the first-ever title sponsor for the Devils’ Black History Celebration Night game, which is scheduled for Feb. 6, 2024. As part of the event, PeduL will receive fully integrated marketing, a brand takeover within the arena, scoreboard graphics, in-game experiences, custom activations and giveaways for attendees.

Former Devils captain Bryce Salvador continued his involvement with the application process to review submissions and help pick a winner this year, and will participate in activations during the upcoming season, according to the Devils and Prudential.

“It was a pleasure to be a part of the Buy Black application process again this season and helping select PeduL as the winner,” commented Salvador. “Seeing Prudential’s passion in growing this program year over year and the Devils’ commitment to engage all applicants throughout the upcoming season continues to inspire. I look forward to working with PeduL and can’t wait to see their title sponsor night come to life in February during the Devils’ Black History Night Celebration.”