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

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.  

RELATED: Sprite Spicing Up the Holidays in Collab With Black-Owned Brand UNWRP 

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.  

RELATED: Black Owned Bos. Helps Black Businesses Thrive & Gain Visibility 

“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.  

RELATED: Granddaddy’s Skillet Is Cooking Up Soul Food in Honor of Black Business Month  

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.  

RELATED: Jade’s Calling Card: The Art of Spades  

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.  

Latest in Business


Black-Led Banks Receive $100 Million Investment From Netflix


Mike Tyson Introduces Cannabis Line for Emotional and Physical Relief


Jack Dorsey Stepping Down as CEO of Twitter

Black Santa


Department Stores Work to Have More Black Santas

Staples Center


The Staples Center to Be Renamed Crypto.com Arena. Seriously.


LeBron James’ SpringHill Company Is Worth $725 Million in New Deal

Team Roc Combats Unemployment


Jay-Z’s Team Roc Aims to Solve Unemployment Problem for 1,000 New Yorkers

Kobe and Vanessa Bryant


Kobe Bryant Estate Banks $400M in Coca-Cola and BodyArmor Deal