The New Jersey Devils announced today a multi-year expansion of their longstanding partnership with Prudential Financial Inc., designating Prudential as the club’s first-ever away jersey patch partner and PGIM, Prudential’s $1.5 trillion global asset management business*, as the team’s away helmet decal partner. The expanded partnership further strengthens Prudential’s ties to its headquarters city of Newark through community initiatives such as the Raise Jersey program, in which Prudential will serve as presenting partner, and extended support for Military Appreciation Night initiatives.
Prudential, the Official Financial Services Partner for the New Jersey Devils and Prudential Center, became the first company in NHL history to enter into a helmet branding agreement in 2020, one of the most prominent branding opportunities in the game. The addition of the PGIM logo on away helmets complements the Prudential logo already featured on home helmets, extending the company’s brand visibility at every Devils game.
The club’s first-ever away jersey patch, featuring Prudential’s iconic logo, and PGIM helmet decal will debut on October 3 against the New York Islanders. Together with the helmet assets, Prudential is bolstering its brand presence with the Devils across broadcast, social, digital and in-arena channels, and deepening their longstanding partnership for over twenty years.
“For nearly two decades, our partnership with the New Jersey Devils has helped Prudential build meaningful connections with fans and customers while driving positive impact in the local Newark community and across the state,” said Richard Parkinson, chief brand and marketing officer at Prudential Financial. “This next chapter of our partnership strengthens that connection and enables the company to more broadly engage audiences, while reinforcing our promise to help people protect what they’ve spent a lifetime building so they can live better lives, longer.”
“Our jersey symbolizes more than just a hockey team, and we’re proud to represent partners like Prudential and PGIM on the road, who are as dedicated to our community as we are,” said Nico Hischier, Captain of the New Jersey Devils.
The partnership expansion reflects Prudential’s deep roots in Newark, the city it has called home for more than 150 years. Together with the Devils, Prudential is helping strengthen Newark as a vibrant community and cultural destination through programs that increase access to hockey for young people, support local organizations, and honor community heroes.
“Prudential has been an integral partner of the New Jersey Devils and Prudential Center for more than two decades, and this expanded partnership fortifies our brands and creates lasting impact throughout Newark and New Jersey,” said Jake Reynolds, President, New Jersey Devils and Prudential Center. “As Prudential becomes our first-ever away jersey patch partner and PGIM joins as our away helmet decal partner, we're building on a strong foundation on and off the ice, while creating new opportunities to engage fans, support community organizations, honor our heroes, and invest in the future of our region.”
As the presenting partner of the Devils’ Raise Jersey Program, Prudential will partner with the Devils to spotlight Newark-based nonprofits and social service organizations addressing community needs. Through in-arena visibility and features across social media, radio and television, the program amplifies their work, deepens community engagement and connects fans with opportunities to make a positive impact across Newark.
Building on its role as presenting partner of the annual Military Appreciation Night, Prudential will collaborate with the Devils to extend recognition of local heroes throughout the season through storytelling, community engagement, and other meaningful moments.
The partnership will also continue to create opportunities for New Jersey youth to participate in the game through the annual donation of 200 hockey helmets to a local youth hockey organization selected by Prudential and the Devils. The helmets will be presented at an event hosted by the Devils at Prudential Center.
