New Jersey-based music company Razu will have its logo on Devils helmets when New Jersey hits the road, beginning Saturday.
Prudential will donate its placement on the New Jersey Devils’ helmets to a Black-owned business for 30 road games as part of its Devils Buy Black initiative, presented by Prudential.
Razu, a New Jersey-based collaboration and networking digital platform for musicians, was selected as the winning business after a weeks-long application and submission process. The 3.75” x 1.2” Razu logo will debut Saturday against the New York Islanders and gain exposure on MSG, ESPN+ and Hulu, as well as in front of fans and viewers in the road cities.
“This is a game-changer business moment, as millions of sports fans see Razu’s logo emblazoned on the Devils helmets throughout this NHL season,” said Susan Somersille Johnson, Prudential Financial’s chief marketing officer. “This is just one example of how Prudential is working to elevate Black and underrepresented entrepreneurs in our hometown and across the nation.”
As part of its deal with Prudential, Devils helmets have been adorned with a 1.25” “Buy Black” sticker on the back left side over the course of the season. For the second straight year, Prudential will also donate 200 helmets to Black youth ice hockey programs in New Jersey. The 30-game commitment is more than double its initial plan to give the Buy Black program helmet placement for 13 games.
“Our partnership with Prudential Financial is about amplifying the power of sports and live entertainment to drive meaningful change in our community,” Devils president Jake Reynolds said. “One of the elements that makes this partnership so impactful are the aligned values that our organizations share. 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 and teams across the globe.”
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