Prudential Financial will give its brand placement on the New Jersey Devils’ helmet to a Black-owned, New Jersey-based business for 13 select games in an expansion of the Devils Buy Black Program.
The financial company and National Hockey League team said Oct. 14 that it would identify Black-owned businesses in New Jersey and provide marketing and business consultation, advertising exposure, financial wellness counseling with a Prudential Financial advisor, local networking opportunities and more.
Black business owners can submit applications for the 2021-22 season between Oct. 13 and Oct. 29, with the selected company to be named mid-November and to appear on helmets starting Dec. 8.
“With hometown sports fans and the world watching, we’re proud to spotlight Black entrepreneurs on and off the ice. In partnership with the New Jersey Devils, we’re providing businesses with support, visibility, and financial guidance to help them grow, thrive and win,” said Susan Somersille Johnson, Prudential Financial’s chief marketing officer, in a prepared statement.
For the second year, Prudential Financial will donate 200 helmets to Black youth ice hockey programs around the Garden State.
“This partnership with Prudential Financial is about amplifying the power of sports and live entertainment to drive meaningful change in our community,” said New Jersey Devils President Jake Reynolds in a prepared statement. “One of the elements that makes this partnership so impactful are the aligned values that our organizations share. 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.”
The New Jersey Devils and Prudential Financial became the first NHL team ever to establish a helmet brand partnership last December.