Applications Open for Buy Black Program by Prudential Financial

Applications are now open for Black businesses that wish to be part of this season’s Devils Buy Black Program Presented By Prudential Financial. Black entrepreneurs in New Jersey who want the opportunity to have their business featured in Prudential Center and their business logo on Devils helmets during away games have until August 4 to enter at

Started in 2020, Devils Buy Black Program Presented By Prudential Financial provides the winning business along with access to marketing advice, counseling with a Prudential Financial professional, and networking opportunities. Each season since the program’s inception, a Black-owned, New Jersey-based business has been selected as the program’s winner: Newark Paper Company, Flows Tasty Treats, Razu and, most recently, LeGrand Coffee House. Former Devils Captain Bryce Salvador continues his involvement with the application process to review submissions, help select a winner and participate in activations during the 2023-24 season.

Video: LeGrand’s Experience | BUY BLACK

Upon announcement of the winner, further details regarding program benefits, game branding and activations will be announced.

Through the helmet-brand partnership, this year’s winner will receive logo broadcast exposure on MSG Networks, ESPN+/Hulu, Turner Sports, NHL Network, International Rightsholders and a range of significant New Jersey Devils digital and social platforms, showcasing the Black business on a national level throughout North America during the 2023-24 NHL season.

There have been nearly 300 Black-owned, New Jersey-based entries for the program over the last three years. Last year’s winner, Eric LeGrand, said the Buy Black program helped him reach new customers, both in-store and online. 

“Being the winner of the Buy Black Program last year, LeGrand Coffee House gained so much more exposure as well as support throughout the country,” said Eric LeGrand, CEO of LeGrand Coffee House. “We welcomed so many new customers through our doors and to our online store. The partnership was truly incredible.”

Richard Parkinson, Chief Brand Officer for Prudential, said programs like Buy Black are essential for creating opportunities for those who have been historically excluded from the financial system. 

“Embedding equity into the financial services industry starts with understanding the diversity within the Black community and acknowledging the power and readiness of Black wealth builders,” Parkinson said. “We are proud to continue to support and amplify Black-owned businesses within our home state and beyond.”

Added Jake Reynolds, President, New Jersey Devils & Prudential Center: “We are fortunate to have an incredible partner in Prudential who shares similar corporate and community values, and it is truly an honor to bring the Devils Buy Black Program presented by Prudential Financial to its fourth year. Last year, we received an overwhelming response with a record-breaking number of applicants, and we look to expand on the extraordinary success of last year’s winner, LeGrand Coffee House, and bring greater business and marketing opportunities to another Black-owned, New Jersey-based business in our community.”

Applications open July 13; for further information go to

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