Prudential Financial to donate premier New Jersey Devils helmet brand position to a Black-owned, New Jersey-based business for regional and national exposure on club’s road games.

Applications open July 18 on

July 18, 2022

NEWARK, N.J., July 18, 2022 – The New Jersey Devils and Prudential Financial announced today the expansion of their groundbreaking Devils Buy Black Program presented by Prudential Financial to support and amplify business opportunities for Black entrepreneurs. Through its partnership with Prudential Financial, the Devils set an industry-first standard in the 2021-22 National Hockey League season by donating the Devils premier helmet brand position for 30 games to a Black-owned Newark-based business, driving unprecedented marketing and business exposure to the company. For the program’s third year, Prudential Financial will increase its helmet brand position donation by nearly 50%, to include all road games in the 2022-23 season. New this year, former Devils Captain Bryce Salvador along with current Devils players will participate in the program, including reviewing applications and helping select a winner.

The Devils Buy Black Program presented by Prudential Financial application window opens today at and interested companies have until Aug. 10 to submit their application.

The games will include broadcast exposure on MSG Networks, ESPN+/Hulu, Turner Sports, NHL Network, International Rightsholders, and a range of significant Devils digital and social platforms, showcasing the winning brand on a national level throughout North America during the Devils 2022-23 NHL season.

“Prudential is proud to be part of this winning game plan to support and amplify Black-owned businesses,” said Susan Somersille Johnson, Prudential Financial’s chief marketing officer. “This program is making a big impact helping Black entrepreneurs build, grow and sustain their businesses on a local and national scale. We look forward to working with the Devils team and Bryce Salvador to provide these businesses with new opportunities.”

More than 200 Black-owned New Jersey-based businesses applied for the program over the last two years. In the 2021-22 season, the program created extensive national sports, business and marketing exposure, including on regional and national television broadcasts for winning company Razu, a networking and collaboration digital platform for musicians based in Irvington, N.J., that provides music creators with the tools to create, produce and enhance songs virtually. The announcement of Razu’s selection generated more than 186 million incremental impressions. In addition to the invaluable media exposure, Razu received more than $500,000 in media value and more than 42 million impressions across social media from the helmet decal. This exposure resulted in a 100% increase in traffic to their website and a 20% increase in users, as well as tremendous brand awareness among Devils fans.

“Razu’s selection as last year’s featured company for the Devils Buy Black Program presented by Prudential Financial was truly a life-changing experience for myself and the entire company,” said Marc Saint-Ulysse, Razu’s chief executive officer. “The announcement helped introduce Razu to the world, bringing our brand to a whole new audience of people interested in what we are doing in the music industry. The media impact, social media impressions, and brand awareness were invaluable to the company. 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.”

A veteran of 14 NHL seasons, Salvador, who served as the first Black captain in Devils franchise history, and the third in NHL history, will serve as an ambassador for the program.

“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,” said Salvador. “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.”

As a former member of the New Jersey Devils for much of his career, Salvador was named the 10th captain in Devils history during the 2012-13 season and went on to serve three more seasons in the role up until his retirement. Post-playing career, Salvador served as a driving force behind xHockeyProducts, a hockey training company and storefront that works to develop the best hockey training aids and interactive equipment possible. While serving as a rising regional and national broadcaster for MSG Networks and TNT, his youth hockey commitments and his insights on the state of the game and the experience of diverse people in the sport of hockey are looked to and applauded.

“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,” said Jake Reynolds, president, New Jersey Devils and Prudential Center. “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, with his varied experience across the 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, and his connection to our current team will be immensely valuable.”

The New Jersey Devils and Prudential Financial became the first team in NHL history to announce a helmet brand partnership on Dec. 22, 2020. Since then, Prudential Financial has donated more than 600 helmets to Black youth ice hockey programs. During the 2022-23 season, Prudential Financial, the exclusive sponsor of the program, will donate an additional 200 helmets, as well as provide networking events and panels for over 100 Black-owned business leaders to drive connections and foster the strong entrepreneurial spirit of Newark.

Flows Tasty Treats and Newark Paper Company were the winning Devils Buy Black Program presented by Prudential Financial companies in the 2020-21 season.

About Prudential Financial
Prudential Financial, Inc. (NYSE: PRU), a global financial services leader and premier active global investment manager with more than $1.5 trillion in assets under management as of March 31, 2022, has operations in the United States, Asia, Europe and Latin America. Prudential’s diverse and talented employees help to make lives better by creating financial opportunity for more people. Prudential’s iconic Rock symbol has stood for strength, stability, expertise and innovation for more than a century. For more information, please visit

About the New Jersey Devils
The New Jersey Devils are part of the 32-team National Hockey League, with teams throughout the United States and Canada. Established in 1982, they recently completed their 39th season in the Garden State. During that time, the team won three Stanley Cup Championships: 1995, 2000 and 2003. Follow the Devils at, on Facebook, Twitter and Instagram. The New Jersey Devils organization is a Harris Blitzer Sports & Entertainment property.

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Media Contact(s)

Prudential Financial:
Marisa Amador |

New Jersey Devils & Prudential Center Communications:
Pete Albietz |

Prudential Center Entertainment Communications:
Bill Hanousek |