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Prudential takes unique approach on Devils helmets

Devils sponsor Prudential Financial will continue to have its logo branding on home and away helmets for the '21-22 season. As part of the Devils Buy Black Program, which is sponsored by the Newark, N.J.-based financial services company, a Black-owned business based in New Jersey will receive logo placement on the Devils’ helmets for 13 select games this season. The donation of Prudential’s logo placement to a Black-owned business is a first-of-its-kind initiative in the NHL. Companies can submit an application between today and Oct. 29. The Devils and Prudential, the arena naming-rights sponsor since '07, will award the winning company in mid-November, and the first game with the company’s branding on helmets will be Dec. 8 when the Devils host the Flyers.

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