The New Jersey Devils have selected LeGrand Coffee House, which serves signature coffee roasts and drinks in an inviting space that encourages patrons to socialize and relax, as the latest beneficiary of the Devils Buy Black Program presented by Prudential Financial.
The Woodbridge, New Jersey-based company, founded by former Rutgers football player Eric LeGrand, will have its logo featured, free of charge, on the side of helmets worn by Devils players this season.
LeGrand, who opened his coffee house in May 2022 to give back to the community, sustained a spinal cord injury playing for Rutgers in 2010. Since then, he has become an established entrepreneur, motivational speaker, sports analyst, philanthropist and author. His foundation, Team LeGrand, has raised more than $1 million for the Christopher & Dana Reeve Foundation.
The 3 3/4-inch by 2 1/4-inch “LeGrand Coffee House” logo will appear as part of the expansion of the Devils Buy Black program to support and amplify business opportunities for Black entrepreneurs. The exposure for LeGrand Coffee House will mark the first time the Devils Buy Black Program winner’s brand will be displayed throughout North America during New Jersey’s 41 road games this season.
LeGrand Coffee House also ships merchandise nationally through an e-commerce business.
Former Devils captain Bryce Salvador and several current New Jersey players reviewed hundreds of Black-owned, New Jersey-based submissions before deciding on LeGrand Coffee House.
“Every year, we are fortunate to receive more and more deserving applicants who exemplify what the Buy Black Program stands for and look to support,” Devils & Prudential Center President Jake Reynolds said. “Our selection committee had another extremely difficult choice, but to a person, Eric’s story was impactful, powerful and resonated with everyone and we are proud to partner with Prudential Financial to take LeGrand Coffee House to its highest levels of success.
“Whether you are walking into the store in Woodbridge, drinking a cup at Prudential Center for a Devils game, or getting it delivered to your home, we look forward to spreading LeGrand Coffee House’s ‘Daily Cup of bELieve.'”
The Devils are the first NHL team to provide such marketing to Black-owned businesses. Last season Razu, a locally-owned networking and collaboration digital platform for musicians located in Irvington, New Jersey, had its logo on New Jersey’s helmets for 30 games. Through the program, Razu received more than $500,000 in media value, more than 42 million impressions across social media, a 100 percent increase in traffic to their website and a 20 percent increase in their number of users.
During the inaugural year of the program, Flows Tasty Treats, a company specializing in African cuisine, and Newark Paper Company, an office and janitorial supplies distribution firm, were chosen to be represented on Devils helmets.
The program is part of an action plan by Harris Blitzer Sports & Entertainment (HBSE), the parent company of the Devils and Philadelphia 76ers of the NBA. HBSE commits $20 million to combat systemic racism.
That plan and the Buy Black Program derived from internal conversations following the murder of George Floyd, a Black man who died while in Minneapolis police custody in May 2020.
David Gould, the chief diversity and impact officer for the Devils and HBSE, said the organization decided to focus on Black-owned businesses because of the historical challenges they face in succeeding, which have become even more daunting during the coronavirus pandemic.
LeGrand, who turned 32 on Sept. 4, was recognized by Sports Illustrated with its 2011 Best Moment Award, and he was presented with the Jimmy V Award for Perseverance at the 2012 ESPY Awards. The Rutgers graduate was also inducted into the WWE Hall of Fame in 2017, receiving the Warrior Award.
“It is an honor to have LeGrand Coffee House be chosen for the Buy Black Program by the New Jersey Devils and Prudential Financial,” LeGrand said. “I am so thankful to be able to serve Daily Cups of bELIeve to the Devils community and inspire them one cup at a time. I will be forever thankful to the New Jersey Devils and Prudential Financial.”
.