Prudential, Devils open application for Buy Black helmet decal program

The Devils Buy Black Program presented by Prudential Financial — the program in which Black-owned businesses can have their logo on the New Jersey Devils’ in-game helmets — is accepting applications for the 2023-24 season.

(Applications are open until Aug. 4; click here to apply.)

Started in 2020, Devils Buy Black Program presented by Prudential Financial provides the winning business its business logo on Devils helmets during away games. The winning business also gets access to marketing advice, counseling with a Prudential Financial professional and networking opportunities.

Additional in-game branding and activation opportunities also will present themselves throughout the year.

Eric LeGrand, the owner and operator of last season’s winner, LeGrand Coffee House, said the opportunity and experience was invaluable.

LeGrand said the Buy Black program helped him reach new customers, both in-store and online.

“Being the winner of the Buy Black Program last year, LeGrand Coffee House gained so much more exposure as well as support throughout the country,” he said. “We welcomed so many new customers through our doors and to our online store. The partnership was truly incredible.”

Richard Parkinson, chief brand officer for Prudential, said programs such as Buy Black are essential for creating opportunities for those who have been historically excluded from the financial system.

“Embedding equity into the financial services industry starts with understanding the diversity within the Black community and acknowledging the power and readiness of Black wealth builders,” Parkinson said. “We are proud to continue to support and amplify Black-owned businesses within our home state and beyond.”

Jake Reynolds, president of the Devils and Prudential Center, agreed.

Previous winners

2023: LeGrand Coffee House

2022: Razu

2021: Newark Paper Co., Flows Tasty Treats

“We are fortunate to have an incredible partner in Prudential who shares similar corporate and community values, and it is truly an honor to bring the Devils Buy Black Program presented by Prudential Financial to its fourth year,” he said.

Reynolds said the high volume of applications last year — there were more than 300 — showed just how important and impactful the program can be.

“Last year, we received an overwhelming response with a record-breaking number of applicants, and we look to expand on the extraordinary success of last year’s winner, LeGrand Coffee House, and bring greater business and marketing opportunities to another Black-owned, New Jersey-based business in our community,” he said.

Former Devils captain Bryce Salvador will continue his involvement with the application process by reviewing submissions and helping to select a winner and participate in activations during the 2023-24 season.

Through the helmet-brand partnership, this year’s winner will receive logo broadcast exposure on MSG Networks, ESPN+/Hulu, Turner Sports, NHL Network, International Rightsholders and a range of significant New Jersey Devils digital and social platforms, showcasing the Black business on a national level throughout North America during the 2023-24 NHL season.