The New Jersey Devils will feature ads from a black-owned business on their helmets. Ads will appear in 13 games during the 2021-2022 season.
“That Prudential Financial would donate the most powerful brand and marketing placement opportunity in professional sports to a Black-owned business should truly be an inspiration to mindful brands and professional sports leagues,” – Jake Reynolds
This is all a part of the Devils Buy Black Program. The New Jersey Devils are now the first NHL team to offer sponsorship on the player helmets. Prudential Financial will select a business to receive the ad exposure. The first game the ad will appear on the helmet will be on December 8, 2021, against the Philadelphia Flyers.
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