Devils players will wear stickers that say "NJ Buy Black" on the back of their helmets during road games beginning Saturday against the Pittsburgh Penguins at PPG Paints Arena (7 p.m. ET; ATTSN-PT, MSG+) through Dec. 3 when they face the Winnipeg Jets at Canada Life Centre (8 p.m. ET; TSN3, MSG+).
The decal is a prelude to another sticker that will feature the logo of a specific local Black-owned business and will be worn on players' helmets during road games for the rest the 2021-22 season beginning Dec. 11 when the Devils play the New York Islanders at UBS Arena. (7:30 p.m. ET; MSG+, MSG).
It's part of the expansion of the Devils' Buy Black Program Presented by Prudential Financial to support and amplify business opportunities for Black entrepreneurs.
Prudential is donating its premier brand placement on the players' helmets to highlight the selected Black-owned business, which will be decided in mid-November and announced in the first week of December.