New Jersey Devils and former Rutgers football player Eric LeGrand team up for helmet ad

Eric LeGrand, whose football career with the Rutgers Scarlet Knights ended in 2010 after suffering a spinal cord injury, will see his coffee advertised on the helmets of New Jersey Devils players during road games through the team’s program to support black entrepreneurs.

The Devils announced Thursday that LeGrand Coffee House of Woodbridge, New Jersey, has won the club’s Buy Black Partnership for the 2022-23 NHL season. Advertising space on the road helmets is offered by Prudential Financial, which will also offer financial wellness advice to LeGrand. The Devils are also working to offer LeGrand Coffee House merchandise at their home games.

The Devils reported that their Buy Black Partnership received more applicants in 2022 than the first two years of the program combined.

“Our selection committee had another extremely difficult choice, but for one person, Eric’s story was impactful, powerful and resonated with everyone and we are proud to partner with Prudential Financial to bring LeGrand Coffee House at its highest levels of success,” New Jersey said. Devils & Prudential Center President Jake Reynolds.

LeGrand was injured making a tackle during a Rutgers game and paralyzed from the neck down. He has since regained movement in his shoulders and feeling throughout his body.

Since his injury in 2010, LeGrand has moved on to motivational speaking, philanthropy and entrepreneurship. The LeGrand team has raised over $1 million for the Christopher & Dana Reeve Foundation. LeGrand received the Jimmy V Award for Perseverance at the 2012 ESPY Awards. He was also inducted into the WWE Hall of Fame in 2017, receiving the Warrior Award.

The Grand Coffee House opened in May 2022.

The “LeGrand Coffee House” logo will be displayed on each side of the team’s helmets for away games. The brand exposure will mark the first time a Devils’ Buy Black Partnership winner will be represented throughout the road game slate and take their brand to every North American city visited by the Devils over the course of the 2022-23 NHL season.

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