Skip to Main Content
The Official Site of the New Jersey Devils

Devils Helmets to Look Different in 20-21

The Devils are partnering with Prudential to be the first NHL franchise to have a sponsor brand on their helmets

by New Jersey Devils NJDevils /

The New Jersey Devils and Prudential Financial have today announced that Prudential's brand marks will appear on the Devils helmet for the entirety of the upcoming 2020-21 National Hockey League Season. The landmark announcement marks the first-ever brand helmet placement in the NHL. 

Tweet from @NJDevils: We're proud to be the first @NHL club to have brand placement on our helmets.Proud to Rock with @Prudential, home and away.

Prudential Financial and New Jersey Devils will initiate a new hockey helmet donation program providing new, Devils and Prudential co-branded helmets to diverse youth hockey players in New Jersey. The program will work in conjunction with the Devils' efforts to support the local communities surrounding Newark - the home of the New Jersey Devils and the Prudential Financial - and encourage interest in and access to the game of hockey.

"For as long as we have called Newark home, Prudential Financial has been with us every step of the way," said New Jersey Devils President Jake Reynolds. "Over a decade later, with our Prudential Center and their headquarters based in our shared home city, Prudential Financial was our first and only call when such a significant opportunity for brand placement and association was made available by the NHL. For our shared values, commitment to our fans, community, youth education and programming and so much more, Prudential was a natural partner whose esteemed brand we are proud to see alongside our own for this special 2020-21 season opportunity. We look forward to taking to the ice once again alongside Prudential for this highly anticipated season of Devils hockey."

Prudential Financial has been the naming rights partner for the Devils home arena, Prudential Center, since 2007. In over 13 years of partnership, Prudential, the New Jersey Devils and Harris Blitzer Sports and Entertainment have embarked upon activation efforts and initiatives driven by their shared commitment to our community, our veterans and our fans.

View More