The New Jersey Devils have announced a multi-year expansion of their two-decade partnership with Prudential Financial, introducing the brand as the franchise’s first-ever away jersey patch partner. Additionally, PGIM—Prudential’s $1.5 trillion global asset management business—will join as the team’s away helmet decal partner.
The new branding will debut on Oct. 3 during the Devils’ matchup against the New York Islanders. The agreement builds on Prudential’s historical presence with the club; in 2020, Prudential became the first company in NHL history to secure a helmet branding agreement, featuring its logo on home helmets. With the addition of the PGIM away helmet decal and the Prudential away jersey patch, the financial titan’s brand visibility will extend across every road game.
Deepening roots in Newark
Beyond on-ice branding across broadcast, digital, and in-arena channels, the expanded partnership reinforces a shared commitment to the city of Newark, which Prudential has called home for more than 150 years.
Key community initiatives under the renewed partnership include:
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Raise Jersey Program: Prudential will serve as the presenting partner, spotlighting Newark-based nonprofits and social service agencies through in-arena, broadcast, and social media exposure.
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Military Appreciation Night & Local Heroes: Extending year-round recognition for military members and local community heroes through storytelling and special events.
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Youth Hockey Development: Continuing an annual donation of 200 hockey helmets to local youth hockey organizations selected by Prudential and the Devils.
“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,” Richard Parkinson, chief brand and marketing officer at Prudential Financial, said.
“Our jersey symbolizes more than just a hockey team, and we’re proud to represent partners like Prudential and PGIM on the road, who are as dedicated to our community as we are,” Devils Captain Nico Hischier added.
A Strong Foundation On and Off the Ice
Jake Reynolds, President of the New Jersey Devils and Prudential Center, highlighted the alignment between the two organizations. “As Prudential becomes our first-ever away jersey patch partner and PGIM joins as our away helmet decal partner, we’re building on a strong foundation on and off the ice, while creating new opportunities to engage fans, support community organizations, honor our heroes, and invest in the future of our region.”
