The New Jersey Devils announced Oct. 2 a multi-year expansion of their longstanding partnership with Prudential Financial Inc., designating the financial titan as the club’s first away jersey patch partner. PGIM, Prudential’s $1.5 trillion global asset management business, was named as the team’s away helmet decal partner.
The expanded partnership further strengthens Prudential’s ties to its headquarters city of Newark through community initiatives such as the Raise Jersey program, in which Prudential will serve as presenting partner, and extended support for Military Appreciation Night initiatives.
Prudential, the Official Financial Services Partner for the New Jersey Devils and Prudential Center, became the first company in NHL history to enter into a helmet branding agreement in 2020, one of the most prominent branding opportunities in the game.
Adding the PGIM logo to away helmets complements the Prudential logo already featured on home helmets, extending the company’s brand visibility at every Devils game.
The club’s first away jersey patch, featuring Prudential’s iconic logo, and PGIM helmet decal will debut on Oct. 3 against the New York Islanders. Along with the helmet assets, Prudential is bolstering its brand presence with the three-time Stanley Cup champions across broadcast, social, digital and in-arena channels, deepening their longstanding partnership of over 20 years.
“For nearly two decades, our partnership with the New Jersey Devils has helped Prudential build meaningful connections with fans and customers while driving positive impact in the local Newark community and across the state,” said Richard Parkinson, chief brand and marketing officer at Prudential Financial.
“This next chapter of our partnership strengthens that connection and enables the company to more broadly engage audiences, while reinforcing our promise to help people protect what they’ve spent a lifetime building so they can live better lives, longer.”
As the presenting partner of the Devils’ Raise Jersey Program, Prudential will partner with the Devils to spotlight Newark-based nonprofits and social service organizations addressing community needs. Through in-arena visibility and features across social media, radio and television, the program amplifies their work, deepens community engagement and connects fans with opportunities to make a positive impact across Newark.
Building on its role as presenting partner of the annual Military Appreciation Night, Prudential will collaborate with the Devils to extend recognition of local heroes throughout the season through storytelling, community engagement, and other meaningful moments.
