Nerd Focus is the Official Energy Drink of the New Jersey Devils and Prudential Center as part of a new multiyear partnership.
Under the agreement announced Feb. 9, the energy drink, which is owned by Freehold-based Beverage USA Holdings Inc., will receive digital signage throughout Prudential Center, hospitality and retail marketing, as well as a digitally enhanced dasherboard advertisement during Devils’ away games.
Nerd Focus will also be the presenting partner of the popular T-Shirt Toss at Devils’ home games, while its specialty cocktail – the Electric Screwdriver – will be available for purchase at all Prudential Center events.
Additionally, brand representatives will be on hand at select Devils’ home games during the regular season, providing fans with a chance to sample their product.
To kick off the partnership, Nerd Focus will host a sweepstakes next month giving four Devils fans a chance to win tickets for them and a guest to the newly renovated Nerd Focus suite at Prudential Center when the hometown team hosts its cross-town rivals the New York Rangers on March 30.
“As a New Jersey based company, we couldn’t be more proud and excited to be partnering with New Jersey’s home team, the Devils, and Prudential Center, one of the top ranked venues in the country. This partnership sets the stage for our full launch of Nerd Focus in the New Jersey/New York area over the next couple of months,” said Beverage USA co-founder Rocco LaVista. “The Devils’ energetic style of play and the focus they show on the ice epitomizes who Nerd Focus is as a brand. We are really looking forward to enhancing the fan experience through some of the interactive features that we put in place.”
Founded in 2006 by a student at the University of Texas at San Antonio who wanted an alternative to highly caffeinated energy drinks with potentially dangerous ingredients, Nerd Focus went on to build a grassroots network of distributors and fans.
After creating a loyal following at Texas universities and local retailers, Nerd Focus was acquired by Beverage USA in 2020 to invest in scaling the brand nationwide.
“We’re excited to partner with a New Jersey-based energy drink company to enhance the atmosphere at Prudential Center and during Devils home games,” said Chad Biggs, senior vice president, Corporate Partnerships Activations, New Jersey Devils & Prudential Center. “Having Nerd Focus on board to provide the opportunity to amp up the crowd and create unique experiences for fans is a great addition to our in-arena experience.”"