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Applications Open for Devils Buy Black Program presented by Prudential Financial

originally published: 07/13/2023

Applications Open for Devils Buy Black Program presented by Prudential Financial

(NEWARK, NJ) -- Applications are now open for Black businesses that wish to be part of this season’s Devils Buy Black Program Presented By Prudential Financial. Black entrepreneurs in New Jersey who want the opportunity to have their business featured in Prudential Center and their business logo on Devils helmets during away games have until August 4 to enter at

Started in 2020, Devils Buy Black Program Presented By Prudential Financial provides the winning business along with access to marketing advice, counseling with a Prudential Financial professional, and networking opportunities. Each season since the program’s inception, a Black-owned, New Jersey-based business has been selected as the program’s winner: Newark Paper Company, Flows Tasty Treats, Razu and, most recently, LeGrand Coffee House. Former Devils Captain Bryce Salvador continues his involvement with the application process to review submissions, help select a winner and participate in activations during the 2023-24 season.

Upon announcement of the winner, further details regarding program benefits, game branding and activations will be announced.

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.

There have been nearly 300 Black-owned, New Jersey-based entries for the program over the last three years. Last year’s winner, Eric LeGrand, said the Buy Black program helped him reach new customers, both in-store and online.

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“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,” said Eric LeGrand, CEO of LeGrand Coffee House. “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 like 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.”

Added Jake Reynolds, President, New Jersey Devils & Prudential Center “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. 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.”

Applications open July 13; for further information go to

Buy Black is the New Jersey Devils’ program designed to help Black-owned businesses grow and succeed, for which Prudential is the lead sponsor. Each year since 2020, a Black-owned business in the Newark, New Jersey–area has been selected as the program’s winner. The winning business receives helmet branding on Devils’ away games, along with access to marketing advice, counseling with a Prudential Financial professional, and networking opportunities.

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 are celebrating their 40th season in the Garden State. During that time, the team has won three Stanley Cup Championships: 1995, 2000 and 2003. The New Jersey Devils organization is a Harris Blitzer Sports & Entertainment property.

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Prudential Financial, Inc. (NYSE: PRU), a global financial services leader and premier active global investment manager with approximately $1.4 trillion in assets under management as of March 31, 2023, has operations in the United States, Asia, Europe, and Latin America. Prudential’s diverse and talented employees help make lives better and create financial opportunity for more people by expanding access to investing, insurance, and retirement security. Prudential’s iconic Rock symbol has stood for strength, stability, expertise, and innovation for nearly 150 years.



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