Devils, Prudential Financial increase support of Buy Black Program

The New Jersey Devils will be holding their Devils Buy Black Program presented by Prudential Financial for the third season.

Each year, one Black-owned, New Jersey-based business is chosen to be the premier brand placement donated by Prudential on the helmets of Devils players for a set number of games. This helps create business and marketing exposure for the selected businesses.
This season, Prudential Financial will increase their donation of the Devils helmet program by nearly 50 percent and will include all road games.
"As a League, we understand that investing in diverse businesses strengthens our communities through economic empowerment and builds relationships that lead to fandom," said Kim Davis, Senior Executive Vice President at the National Hockey League. "The Devils Buy Black Program is a Best in Class example of ways in which our Clubs can continue to lean in and invest into the future growth of hockey and our local communities."
The Devils Buy Black Program application window opens Monday at
Devils.nhl.com/buyblack
and interested companies have until Aug. 10 to submit their application.
"Prudential is proud to be part of this winning gameplan to support and amplify Black-owned businesses," Prudential Financial chief marketing officer Susan Somersille Johnson said. "This program is making a big impact helping Black entrepreneurs build, grow and sustain their businesses on a local and national scale, and together we look forward to working with the Devils team and (former Devils captain) Bryce Salvador to provide these businesses with new opportunities."
The Devils are the first NHL team to provide this kind of marketing to Black-owned businesses. Last season Razu, a locally owned networking and collaboration digital platform for musicians located in Irvington, New Jersey, had its logo on players helmets for 30 games. Through the program, Razu received more than $500,000 in media value, more than 42 million impressions across social media, a 100 percent increase in traffic to their website and a 20 percent increase in the number of users.

"Razu's selection as last year's featured company for the Devils Buy Black Program Presented by Prudential Financial was truly a life-changing experience for myself and the entire company," Razu founder Marc Saint-Ulysse said. "The announcement helped introduce Razu to the world, and a whole new audience of people who recognized the brand and were interested in what we were doing in the music industry."
During the inaugural year of the program, Flows Tasty Treats, a company specializing in African cuisine, and Newark Paper Company, an office and janitorial supplies distribution firm, were chosen to be represented on players helmets.
For the third year of the program, Salvador and several current Devils players will review submissions and ultimately help select the winning business.
Salvador, the first Black captain in Devils history, will join the Buy Black Program as a liaison. His responsibilities include helping educate current players who have interest in joining the application process, taking part in different internal and external media opportunities, meeting with the winning business and partaking in a lecture series with Prudential executives.
With Salvador's help, the Devils hope that the Buy Black Program will continue to grow and prosper this season.
"The opportunity to involve Bryce, who has varying experiences throughout his industry, as an owner, operator, and employee, will allow a unique perspective," Devils and Prudential Center president Jake Reynolds said. "His experience growing the sport in collaboration with youth hockey programs, grassroots efforts and the team's rink partners throughout New Jersey serves as a tremendous example for business executives and his connection to our current team will be immensely valuable as we take this program to new heights."