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The agreement between the Devils and the U.S.
life insurer is for the coming season which is scheduled to run
from Jan. 13 until July. Financial terms of the deal were not
disclosed.
"For as long as we have called Newark home, Prudential Financial
has been with us every step of the way,” New Jersey Devils
President Jake Reynolds said in a news release.
"Over a decade later, with our Prudential Center and their
headquarters based in our shared home city, Prudential Financial
was our first and only call when such a significant opportunity
for brand placement and association was made available by the
NHL."
The news comes two weeks after Forbes said COVID-19 took a toll
on NHL teams and triggered a drop in the average value of
franchises for the first time since 2001 as a chunk of regular
season games and the entire post-season was held without fans.
The Devils were valued at $530 million, down 4% from last year,
and 15th among the NHL's 31 teams, according to Forbes.
In 2016, the National Basketball Association became the first
major North American sports league to announce plans to put ads
on jerseys in a move that opened up a significant new revenue
stream.
(Reporting by Frank Pingue in Toronto; Editing by Ken Ferris)
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