This season’s helmet sticker honoree: PeduL selected as Buy Black winner by Devils, Prudential

Newark-based company, which assists in diversity recruiting, will have logo on hockey team’s road helmets and be key sponsor on Black History Celebration Night

PeduL, a diversity recruiting marketplace that reimagines how employers connect with the current generation of job-seekers — and there’s not a company around that doesn’t need that help — was selected Tuesday as the winner of the 2023-24 Devils Buy Black program, the New Jersey Devils and Prudential Financial announced.

As with past winners, PeduL will earn premier helmet brand positioning on the Devils’ helmets for all road games and have access to financial counseling from a Prudential adviser. This year, it gets even more.

PeduL will be named first-ever title sponsor of the Devils’ Black History Celebration Night game on Feb. 6, 2024, consisting of fully integrated marketing for the night, a brand takeover within the Prudential Center and custom activations and giveaways for fans in attendance.

PeduL is located in Newark and led by co-founders Chisa Egbelu and Kayla Michele. Here’s how it works:

PeduL’s integrated employment marketplace allows it to specialize in the creation of engaging videos that highlight companies’ unique industries, roles and cultures to attract competitive, diverse candidates.

Its unique and innovative business model enables it to successfully connect Gen Z and companies around the country and build relationships from scratch.

And Egbelu’s unmatched energy and storytelling made him and the team of six the perfect candidate for the program — one that is eager for growth and to benefit from the program’s brand exposure.

Egbelu and PeduL, which had applied three times, were thrilled to get the news that they were selected. He knows the impact it will have.

“The process of building this business has been really hard, and to be able to do it in the city you call home means a lot,” he said. “I’ve been to Prudential Center, seen the logos and always wondering (if), one day, we’ll be there, too. Having that title night will be unfathomable.”

Now in its fourth season, the Devils Buy Black Program presented by Prudential Financial is a marketing program designed to help New Jersey-based, Black-owned businesses gain exposure among the team’s key customer base so they can grow and succeed.

The winners

A look at previous winners of the New Jersey Devils’ Buy Black program:

  • LeGrand Coffee House
  • Razu
  • Flows Tasty Treats
  • Newark Paper Co.

Former Devils captain Bryce Salvador, who provided valuable help by reviewing submissions alongside Devils executives and former Buy Black winners, said the announcement always moves him.

“Seeing Prudential’s passion in growing this program year over year and the Devils’ commitment to engage all applicants throughout the upcoming season continues to inspire,” he said. “I look forward to working with PeduL and can’t wait to see their title sponsor night come to life in February during the Devils’ Black History Night Celebration.”

That night figures to be a brand exposure bonanza, as it will include LED and IPTV signage, a dedicated content video telling the PeduL story, scoreboard graphics, a branded arena giveaway and additional in-game experiences.

The exposure, of course, will be there all season.

PeduL’s logo will be displayed on each side of the team’s away-game helmets, giving it broadcast exposure on MSG Networks, ESPN+/Hulu, Turner Sports, NHL Network, International Rightsholders and a range of local and national media outlets, along with significant Devils digital and social platforms coverage.