New Jersey Devils Name Prudential First Away Jersey Patch Partner

The New Jersey Devils announced a multi-year partnership expansion on October 2, 2026, designating Prudential Financial Inc. as the franchise’s first-ever away jersey patch partner. Under the expanded agreement, Prudential’s $1.5 trillion global asset management business, PGIM, will serve as the team’s away helmet decal partner.

Two Decades of Corporate History on Ice

The multi-year agreement builds on a relationship spanning more than two decades between the franchise and the financial services firm.

Prudential became the first company in NHL history to enter into a helmet branding agreement in 2020, featuring its logo on home helmets. The addition of the PGIM logo on away helmets pairs with the existing home helmet branding to extend the company’s visibility at every Devils game.

Debut Against the New York Islanders

The team’s first-ever away jersey patch, bearing Prudential’s logo, alongside the PGIM helmet decal will make their on-ice debut on October 3, 2026, when the Devils play the New York Islanders. Alongside the jersey and helmet assets, Prudential is expanding its brand presence across broadcast, social, digital, and in-arena channels.

Richard Parkinson, chief brand and marketing officer at Prudential Financial, said the partnership extension allows the company to reach broader audiences while fulfilling its brand commitments.

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.

Prudential Financial

Deepening Roots in Newark

The expanded partnership ties directly into Prudential’s presence in Newark, where the company has maintained its headquarters for over 150 years.

Prudential will serve as the presenting partner for the Raise Jersey program, which spotlights Newark-based nonprofits and social service organizations through in-arena visibility, social media, radio, and television features.

Community Support and Youth Hockey

The collaboration also extends support for Military Appreciation Night initiatives by recognizing local heroes throughout the hockey season via storytelling and community events. The partnership also continues an annual donation of 200 hockey helmets to a local youth hockey organization selected by the team and Prudential, presented during an event at Prudential Center.

Nico Hischier, captain of the New Jersey Devils, noted the significance of the team’s local identity.

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.

New Jersey Devils

Jake Reynolds, president of the New Jersey Devils and Prudential Center, stated that the expanded agreement strengthens both brands while investing in the future of the region through fan engagement and community support.