Apr 26, 2022; Ottawa, Ontario, CAN; New Jersey Devils center Pavel Zacha (37) celebrates with team his goal scored in the third period against the Ottawa Senators at the Canadian Tire Centre. Mandatory Credit: Marc DesRosiers-USA TODAY Sports

For the third year, New Jersey Devils helmet sponsor Prudential Financial is allocating their ad space for a local Black-owned business. The “Devils Buy Black Partnership,” a program that expands “access and opportunity for Black entrepreneurs” brings a Black-owned business into the fold to advertise on Devils’ helmets for away games.

The Devils announced that LeGrand Coffee House in Woodbridge, NJ will be their Buy Black partner. Along with the helmet ad placement, LeGrand Coffee House will “receive expert marketing and business consultation, print and digital advertising exposure, financial wellness counseling with a Prudential Financial advisor, local networking opportunities and more.” In addition, the Devils said that they’re “working” on having coffee given to Devils players in the locker room, along with serving coffee to fans during Devils home games and Prudential Center events.

If the name “LeGrand” sounds familiar, that’s because the owner is inspirational football player Eric LeGrand. After suffering a spinal cord injury at Rutgers that resulted in him being a quadriplegic, LeGrand became an entrepreneur and motivational speaker as he shares his story of incredible adversity with others. LeGrand formed a charity that has raised over a million dollars and is a winner of the Jimmy V Award for Perseverance at the ESPY’s and the Warrior Award for WWE.

This is the third year for the Buy Black program but it is the first year that the winning company will be the helmet sponsor for every away game.


About Phillip Bupp

Producer/editor of the Awful Announcing Podcast and Short and to the Point. News editor for The Comeback and Awful Announcing. Highlight consultant for Major League Soccer as well as a freelance writer for hire. Opinions are my own but feel free to agree with them.

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