NJ Devils Giving a Black Business the Chance to Market on Helmets

By Alyssa Wilson Published: October 27, 2021

NJ Devils Giving a Black Business the Chance to Market on Helmets

NJ Devils' player PK Subban in his helmet for the team. A Black-owned business will get the chance to place their logo on the helmet for 13 games. (Photo: Prudential Financial)

In Summary

The New Jersey Devils will choose a Black-owned business and display its logo on team helmets for 13 games starting in December.

New Jersey’s hockey team, the New Jersey Devils, and Prudential Financial are expanding their Buy Black business program by giving a Black-owned NJ business increased marketing exposure.

According to an official press release from Prudential Financial, the program strives to support and amplify business opportunities for Black entrepreneurs. The company is donating its brand placement on the Devils’ helmet to a Black-owned business for 13 games.

“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 Prudential Financial’s chief marketing officer Susan Somersille Johnson.

The Devils Buy Black Program by Prudential Financial identifies Black-owned businesses in the state of New Jersey and provides them with marketing and business consultation, advertising exposure, financial counseling and networking opportunities.

A Black-owned business will be selected in November and will start being seen on helmets on December 8. The Devils announced the initiative last year and became the first team in National Hockey League history to conduct a helmet brand partnership.