The New Jersey Devils and Prudential Financial, Inc. have announced the expansion of their groundbreaking Buy Black business program to support and amplify business opportunities for Black entrepreneurs; and, in a first for the NHL and the sports industry, Prudential Financial will donate its premier brand placement on the Devils helmet to a Black-owned, New Jersey-based business for 13 select games, providing unprecedented business and marketing exposure.
The Prudential Financial Devils Buy Black Program will select Black-owned businesses in New Jersey and give marketing and business consulting, as well as advertising exposure, financial wellness counseling with a Prudential Financial advisor, local networking opportunities, and more. The winning company will be announced in mid-November, and their logo will appear on helmets beginning December 8.
Prudential Financial, Inc., a financial wellness leader and leading active global investment manager, with operations in the United States, Asia, Europe, and Latin America, with more than $1.5 trillion in assets under management as of June 30, 2021. Prudential’s diverse and skilled workforce contributes to a higher quality of life by expanding financial options for more people.
“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.
Prudential Financial will contribute 200 helmets to Black youth ice hockey groups in New Jersey for the second year in a row.
“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. “Among the elements that make this partnership so impactful is 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.”
On Dec. 22, 2020, the New Jersey Devils and Prudential Financial announced the first helmet brand alliance in NHL history.
Interested businesses can apply for the 2021-22 season at nhl.com/devils/community/buy-black between Oct. 13 and 29. Visit news.prudential.com for additional details.
