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Devils and Prudential Financial Expand Buy Black Program | RELEASE

New Jersey Devils and Prudential Financial Expand Groundbreaking Business and Marketing Program for Black Entrepreneurs

by New Jersey Devils PR NJDevils /

Prudential Financial to Donate Premier Helmet Brand Position to a Black-owned, New Jersey-based Business for 13 Games

NEWARK, NJ - The New Jersey Devils and Prudential Financial announce the expansion of their groundbreaking Buy Black business program to support and amplify business opportunities for Black entrepreneurs; and, in an NHL and sports industry first, Prudential will donate its premier brand placement on the Devils helmet to a Black-owned, New Jersey-based business for 13 select games, creating unprecedented business and marketing exposure.

The Devils Buy Black Program Presented by Prudential Financial will identify Black-owned businesses in New Jersey and provide expert marketing and business consultation, advertising exposure, financial wellness counseling with a Prudential Financial advisor, local networking opportunities and more. Interested companies can submit applications for the 2021-21 season between Oct. 13 and Oct. 29 at - the selected company will be named mid-November and will be seen 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.

For the second year, Prudential Financial will donate 200 helmets to Black youth ice hockey programs in New Jersey.

"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. "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 team in NHL history to announce a helmet brand partnership on December 22, 2020.

Devils Home Opener, presented by Prudential vs. the Chicago Blackhawks takes place Friday, October 15 at 7 p.m.; tickets are available for purchase by visiting, at Prudential Center's Box Office, or calling 1-973-757-6000. To receive on-sale alerts and the opportunity to purchase tickets to Devils home games in the future before the general public visit or learn more about how to become a member of the Devils Black and Red. For Group opportunities and experiences for 10+ people, contact 973-757-6000 or email For Premium seating opportunities, visit

The New Jersey Devils and Prudential Center remain committed to ensuring the safety of all fans; for information on current safety protocols, expectations, guest experience and the Prudential Center Pledge, go to


About Prudential Financial Inc.

Prudential Financial, Inc. (NYSE: PRU), a financial wellness leader and premier active global investment manager with more than $1.5 trillion in assets under management as of June 30, 2021, has operations in the United States, Asia, Europe, and Latin America. Prudential's diverse and talented employees help to make lives better by creating financial opportunity for more people. Prudential's iconic Rock symbol has stood for strength, stability, expertise and innovation for more than a century. For more information, please visit


About The New Jersey Devils

The New Jersey Devils are part of the 31-team National Hockey League, with teams throughout the United States and Canada. Established in 1982, they are entering their 37th season in the Garden State. During that time, the team has won three Stanley Cup Championships: 1995, 2000 and 2003. Follow the Devils at, on Facebook, Twitter, and Instagram. The New Jersey Devils organization is a Harris Blitzer Sports & Entertainment property.

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