Devils get a piece of NHL history on helmets

Already hardheaded, the National Hockey League’s New Jersey Devils will be adding a piece of the rock to their helmets.

 

Prudential Financial, whose name adorns the Devils’ home ice in Newark, will become the first helmet ad sponsor in NHL history, the team said on Tuesday, according to a statement on nhl.com.

 

The sponsorship deal for the upcoming season, scheduled to begin Jan. 13, includes a hockey helmet donation program for youth hockey players in New Jersey. Financial terms of the deal were not disclosed.

 

New Jersey Devils President Jake Reynolds called Prudential “our first and only call” for the sponsorship.