The New Jersey Devils and marquee partner, Prudential Financial, have announced that Prudential’s brand marks will appear on the Devils helmet for the entirety of the upcoming 2020-21 National Hockey League Season. The landmark announcement marks the first-ever brand helmet placement in the NHL, and a significant piece of the Devils committed partnership with 13-year naming rights sponsor Prudential Financial.
Prudential Financial’s brand marks will appear on player helmets beginning with Devils Training Camp, through all home and road practices and all 2020-21 home and away regular-season and playoff games.
To activate this first-ever helmet partnership, Prudential Financial and New Jersey Devils will initiate a new hockey helmet donation program providing new, Devils and Prudential co-branded helmets to diverse youth hockey players in New Jersey. The program will work in conjunction with the Devils’ efforts to support the local communities surrounding Newark – the home of the New Jersey Devils and the Prudential Financial – and encourage interest in and access to the game of hockey.
“For as long as we have called Newark home, Prudential Financial has been with us every step of the way,” said New Jersey Devils President Jake Reynolds. “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.”
Prudential Financial has been the naming rights partner for the Devils home arena, Prudential Center, since 2007. In over 13 years of partnership, Prudential, the New Jersey Devils and Harris Blitzer Sports and Entertainment have embarked upon activation efforts and initiatives driven by their shared commitment to our community, our veterans and our fans. Notable/significant programs include:
- Prudential’s sponsorship of the Grammy Museum Experience Prudential demonstrates the financial institution’s goals to invest in Newark and highlight the rich cultural and musical history of the city.
- In 2016, Prudential was the presenting partner of Martin Brodeur’s Jersey retirement.
- Prudential was the presenting partner of a community recognition program during the 2016-17 season which highlighted four outstanding members of the Newark community as Newark’s Cornerstones and rewarded one grand prize winner with tickets to concerts and games at Prudential Center for a year.
- Supporting the Armed Forces has long been focus of Prudential’s partnership with the Devils, exemplified by the Heroes Among Us feature that recognizes a veteran during each Devils game. Recently Prudential has expanded upon this commitment as the presenting partnership of Military Appreciation Night each November.
