Prudential expands Devils partnership as PGIM takes away helmet position

Prudential Financial has expanded its longstanding partnership with the New Jersey Devils, becoming the franchise’s first-ever away jersey patch partner, while its global asset management business, PGIM, has taken the position of away helmet decal partner.

The new branding made its debut on October 3 during the Devils’ road game against the New York Islanders at UBS Arena, marking the latest expansion of a partnership that has spanned more than two decades.

The agreement gives Prudential and PGIM distinct branding positions across the Devils’ uniform inventory. Prudential’s logo features on the team’s away jersey, while PGIM’s branding appears on away helmets, complementing Prudential’s existing logo on the Devils’ home helmets. The expanded partnership also increases the brands’ presence across the club’s broadcast, digital, social media and in-arena platforms.

Prudential’s relationship with the Devils extends beyond traditional sponsorship. The company has been headquartered in Newark for more than 150 years and has held naming rights to the team’s home arena, Prudential Centre, since 2007. In 2020, Prudential became the first company to enter an NHL helmet branding agreement.

PGIM, Prudential’s global asset management business with approximately $1.5 trillion in assets under management, has also developed a relationship with the franchise, including activation around the Devils’ participation in the 2024 NHL Global Series in Prague.

Richard Parkinson, Chief Brand and Marketing Officer at Prudential Financial, said, “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. 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.”

Nico Hischier, Captain of the New Jersey Devils, added, “Our jersey symbolises 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.”

Jake Reynolds, President, New Jersey Devils and Prudential Centre, continued, “Prudential has been an integral partner of the New Jersey Devils and Prudential Centre for more than two decades, and this expanded partnership fortifies our brands and creates lasting impact throughout Newark and New Jersey. 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 organisations, honour our heroes, and invest in the future of our region.”

The expanded partnership will continue to support community initiatives. Prudential will serve as presenting partner of the Devils’ Raise Jersey Program, highlighting Newark-based nonprofits and social service organisations, while continuing its presenting partnership of Military Appreciation Night. The companies will also continue an annual programme donating 200 hockey helmets to a local youth hockey organisation.