Eric LeGrand, whose football career with the Rutgers Scarlet Knights ended in 2010 after suffering a spinal cord injury, will advertise his coffee shop on New Jersey Devils helmets during road games thanks to the team’s black entrepreneurship program.

The Devils announced Thursday that Woodbridge, New Jersey-based coffee shop LeGrand has won the Buy Black club partnership for the 2022-23 NHL season. The advertising space on the road helmets is provided by Prudential Financial, which will also offer financial advice to LeGrand. The Devils are working to have LeGrand Coffee House products also offered at their home games.

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

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“Our selection committee had another extremely difficult choice, but for a man, Eric’s story was impressive, powerful and resonated with everyone, and we are proud to be partnering with Prudential Financial to take LeGrand Coffee House to its highest level of success.” New Jersey said. Jake Reynolds, President of the Devils & Prudential Center.

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

Since his injury in 2010, LeGrand has turned to motivational speaking, philanthropy, and entrepreneurship. The LeGrand team has raised over $1 million for the Christopher and Dana Reeve Foundation. LeGrand was awarded the Jimmy Vee 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 LeGrand 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 introduction will mark the first time that the winner of the Devils’ Buy Black partnership will be featured throughout the entire road game roster and showcase their brand in every North American city that the Devils will visit during the 2022–23 NHL season.