Prudential logo to be featured on Devils’ helmets in first-of-its-kind partnership

The New Jersey Devils announced Tuesday afternoon that Prudential Financial’s corporate logo will be on the team’s helmets for the upcoming NHL season. It is the first-ever brand helmet placement in the NHL.

The logo, expected to be 2.25-by-3.75 inches, will appear on player helmets beginning with training camp and will continue throughout the season and playoffs.

The NHL will begin a 56-game season on Jan. 13, 2021.

Devils President Jake Reynolds said the agreement is a significant piece of the Devils’ committed partnership with 13-year naming rights sponsor Prudential Financial.

How the logo will look on the white road helmets. (New Jersey Devils)

“For as long as we have called Newark home, Prudential Financial has been with us every step of the way,” Reynolds said. “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.”

The two organizations will mark the partnership with a new hockey helmet donation program, which will provide new Devils and Prudential co-branded helmets to diverse youth hockey players in the state.

The program will work in conjunction with the Devils’ efforts to support the local communities surrounding Newark and encourage interest in and access to the game of hockey.