New Jersey Devils to Feature Black-Owned Business Logo on Helmets

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After becoming the first team in National Hockey League (NHL) history to announce a helmet brand partnership in December, the New Jersey Devils have announced an expansion with Prudential Financial to its “Buy Black Program.” As part of a sponsorship rights extension with the company, the team will feature a Black-owned, New Jersey-based business’ logo on their helmets for 13 home games this season. Read on to learn more about this landmark partnership

New Jersey Devils buy black program

(Photo credit: @njdevils)

About the Partnership

One company will be selected through an application process to receive the feature. The premier brand placement, donated by Prudential, will provide “unprecedented business and marketing exposure” to the business chosen, according to a press release from the Devils. The company also will contribute marketing and financial advice, financial counseling, and networking opportunities as part of the donation. The business selected will receive both in-arena and TV ad exposure by the Devils.

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The program’s goal is to highlight local Newark establishments along with others all around New Jersey. Businesses such as the Newark Paper Company, and Flows Tasty Treats are just a few of the companies supported by this program since its inception.  the company also announced for the second year in a row that it would donate 200 helmets to Black youth ice hockey programs in New Jersey.

Businesses interested in applying for the helmet spot can submit applications between October 13 and 29, and the winner will be announced in mid-November. The ad on helmets will start being displayed on December 8 and the exposure will continue throughout the 12 other home games picked in the 2021-22 season. Applicants can make their entries at NewJerseyDevils.com/BuyBlack.

New Jersey Devils

New Jersey Devils buy black program

(Photo credit: @njdevils)

The Devils “Buy Black Program” was developed in January 2021 and was designed to promote local, Black-owned businesses. It also aimed to provide expert marketing consultation, advertising value, and education programs to help these businesses thrive. 

This most recent deal, worth about $105 million and lasting through 2027, is another addition to the Devils’ parent company’s (Harris Blitzer Sports and Entertainment) action plan to address racial equality, announced in August 2020.

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The Devils just opened up the new season with a 4-3 overtime win against the Chicago Blackhawks on Friday night. Young star Jack Hughes set the bar early with a two-goal night; one being the game-winner. The combination of some new, big names like Dougie Hamilton and Tomas Tatar on the roster along with young talent performing is a hopeful scene that can lead to an improvement from last season.

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A recent Montclair State journalism graduate, Samantha loves sharing her view of the world through her writing. With roots in Woodbridge Township, she is a true Jersey Girl. You can find her looking for local coffee shops and places to shop for clothes and new plants. Samantha is an avid hockey fan and experienced in sports media, newspapers, and editing. Aside from her writing, she loves to travel, especially to Disney and beach locales.


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