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Applications for Devils Buy Black Program now open

New Jersey Devils Buy BlackThe New Jersey Devils (NHL) are accepting applications for the Devils Buy Black Program as part of team owner Harris Blitzer Sports & Entertainment (HBSE)’s $20 million social equity pledge.

The HBSE company-wide action plan is deigned to fight systemic racism and champion equality, centered on the cities hosting its flagship sports and entertainment properties, including the Philadelphia 76ers (NBA) and the New Jersey Devils (NHL).

All interested applicants may apply at, with applications accepted through Feb. 2. The Devils Buy Black Program was developed to promote local, Black-owned businesses and provide them with expert marketing consultation, advertising value, educational programs and additional tools to succeed, according to a HBSE press release. Applying businesses will become eligible for other resources such as grant opportunities, assistance accessing Payroll Protection Program loans, networking events, and future Devils business programs.

“We are incredibly proud to commence the application process for the Devils Buy Black Program, and with it renew our commitment to use the power of the Devils brand and three-time Stanley Cup-winning legacy, to elevate Black entrepreneurs in our region,” said David Gould, New Jersey Devils and Harris Blitzer Sports & Entertainment’s Chief Diversity and Impact Officer, via press statement. “Black businesses contribute so much to our economy, culture and region. Unfortunately, they are less prevalent, and they average less than a third of annual sales compared to white-owned businesses in our region “It’s important we acknowledge past policies, such as lending discrimination and segregation, that have kept Black business owners from accessing the investment and customer base to help them grow and succeed. The Devils Buy Black program is about celebrating all that Black Businesses have to offer our region and connecting them with exposure and resources to which they may not have access. Leveraging the Devils brand to help grow local, Black businesses is both our honor and a responsibility.”

Each business selected through the application process will become a Devils Official Partner for the 2020-2021 season and receive valuable marketing assets across Devils platforms. In addition to the marketing, select businesses will work alongside the Devils Partnership Activation Team and have access to the Brand and Creative team, Content Team and the Devils Digital, Research and Analytics Teams. Selected businesses will undergo a company and brand analysis to identify its targeted marketing needs. Alongside Black business owners, the Devils Front Office will build a customized strategy and marketing plan to be executed unitizing Devils platforms and resources to help grow and sustain the local businesses.

“Our New Jersey Devils Front Office Staff and award-winning Marketing and Brand Team consider it a special honor to have the opportunity to share our resources, expertise and brand platform with selected Black and Brown business owners in our region,” said Jillian Frechette, Senior Vice President, Marketing, New Jersey Devils. “We look forward to interfacing with and working alongside each ambitious Black entrepreneur in the program to analyze, strategize and customize a marketing mix specifically targeted to meet their business needs.  As the City of Newark and State of New Jersey share in every win our team makes on the ice, so will we share in the wins and successes of these business, whom we very much will consider part of the Devils and HBSE family.” 

While the strategy for each business will be determined based on their needs, the customized plans may include amplification across Devils platforms including social media marketing, custom content produced by the Devils Graphics team, professionally-designed email marketing, website presence, in-game exposure at Devils home games, radio and broadcast advertisements and more. 

Along with access to the Devils expansive audience, selected companies will be invited to participate in education and development programs. Opportunities include an invitation to a speaker series featuring top industry executives, where companies will gain business insights. 

All applying businesses will be invited to participate in education and development programs as well as other Devils small business programs, including a partnership with Invest Newark, a local community nonprofit focused on supporting minority businesses and entrepreneurs, which will offer support applying for and accessing Payroll Protection Program loans.

RELATED STORIES: $20M Harris Blitzer social equality pledge unveiled

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