Saint-Ulysee has the numbers to prove it, too.
Having the Razu brand as the helmet decal of the Devils for 30 of the team’s 41 road games was a $500,000 media value that resulted in more than 42 million impressions over social media.
Razu, a networking and collaborating service for artists in the music industry, won the right to be the helmet decal after it was selected during a contest that aimed to elevate and amplify a Black-owned business in New Jersey.
The contest has become a signature initiative in the Devils Buy Black Program sponsored by Prudential Financial.
The Devils and Prudential are now looking for a new company to recognize. Applications to have your company’s logo on the Devils helmet opened Monday morning and will be available until Aug. 10. Apply here.
This year’s winner will have its decal on the Devils helmets for all 41 road games plus four preseason games. Former Devils captain Bryce Salvador, one of the first Black captains in league history, will join in the process, helping to select the winning entry.
“The Devils Buy Black Program presented by Prudential Financial has done tremendous work supporting New Jersey-based, Black-owned businesses in our community, by providing resources, exposure and opportunity,” Salvador said.
“I look forward to helping advance that program, by being part of the selection committee with Prudential, connecting with the current and previous companies that have participated, and helping our current players get involved and be part of its impact. The authenticity of the work done has resonated with me, and I am proud to serve as a bridge between Prudential, the program and the Devils organization.”
Prudential Financial is giving up the sponsorship spot it purchased to the winner of the contest. Susan Somersille Johnson, Prudential Financial’s chief marketing officer, said the company is happy to do so.
“Prudential is proud to be part of this winning gameplan to support and amplify Black-owned businesses,” she 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 Bryce Salvador to provide these businesses with new opportunities.”
Devils and Prudential Center President Jake Reynolds thanked Prudential for its efforts.
“We are excited to partner with Prudential Financial as we take the Devils Buy Black Program presented by Prudential Financial to another level in its third year,” he said. “They have once again graciously donated their helmet sponsorship location and have championed our efforts to expand the program to greater heights.
“Bringing in Bryce, who has varying experiences throughout his industry — as an owner, operator and employee — will allow a unique perspective. 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.”
Saint-Ulysee said he hopes this year’s winner will benefit as much as Razu did.
“Razu’s selection as last year’s featured company for the Devils Buy Black Program presented by Prudential Financial was truly a life-changing (once-in-a-lifetime) experience for myself and the entire company,” he 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. The media impact, social media impressions and brand awareness were invaluable to the company. We received over half a million dollars in media exposure and a 100% increase in traffic to our site. Being involved with the great people at the Devils and Prudential Financial has set us up for much greater future success and I couldn’t be happier.”