LeGrand Coffee House, founded by Eric LeGrand, has been named the winning Black-owned, New Jersey-based business by The New Jersey Devils and Prudential Financial for this season’s Devils Buy Black Partnership program. Presented by Prudential Financial, the business and marketing program seeks to expand access and opportunity for Black entrepreneurs.
LeGrand Coffee House, with its flagship location at 10 Green Street in Woodbridge, and an online store, will earn premier helmet brand positioning on the New Jersey Devils helmets for all road games, providing extensive national media exposure.
LeGrand Coffee House serves signature coffee roasts and drinks, while also shipping merchandise nationally through a booming e-commerce business. LeGrand’s ethos of “Coffee. Comfort. Satisfaction.” attracts people locally in New Jersey and those who order all over the country to have their “Daily Cup of bELieve.”
“It Is an honor to have LeGrand Coffee House be chosen for the Buy Black Program by the New Jersey Devils and Prudential Financial,” said LeGrand. “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.”
While LeGrand opened this coffeehouse in May of 2022 to give back to the community, it’s his personal story that has inspired sports fans, business executives, charitable groups and anyone who has heard it.
In October 2010, LeGrand sustained a spinal cord injury while playing football for Rutgers University. Since that life-altering incident, he has become a source of inspiration and positivity who has influenced countless people around the globe.
He has developed an incredible business and professional acumen, becoming an established entrepreneur, motivational speaker, sports analyst, philanthropist, and author. Philanthropically, his foundation, Team LeGrand has raised over one million dollars for the Christopher & Dana Reeve Foundation. Sports Illustrated also recognized the Rutgers graduate as its 2011 Best Moment Award, and he was presented with the Jimmy V Award for Perseverance at the 2012 ESPY Awards. In 2017, he was inducted into the WWE Hall Of Fame, receiving the Warrior Award.
As a sign of Prudential Financial and the Devils’ continuous support for the purpose-driven partnership, the “LeGrand Coffee House” will be displayed on each side of the team’s away-game helmets.
The brand exposure will mark the first time a winner will have the entire slate of road games and take their brand across all the North American cities the Devils visit during the 2022-23 National Hockey League season.
Broadcast exposure for the brand will include Devils broadcasts on MSG Networks, ESPN/ESPN2/ESPN+/Hulu, Turner Sports, NHL Network, International Rightsholders, and a range of local and national media outlets along with significant Devils digital and social platforms coverage.
LeGrand Coffee House was selected from a diverse applicant pool of hundreds of Black-owned, New Jersey-based businesses from sectors that included media, technology, human resources, graphic design, retail food/beverage, wellness, hospitality and more. This year’s program received an over-whelming response and a record-breaking amount of applicants- more than the first two years of the program combined, and reaching 150% of the anticipated goal.
Through the Devils Buy Black Program presented by Prudential Financial, LeGrand Coffee House will also receive expert marketing and business consultation, print and digital advertising exposure, financial wellness counseling with a Prudential Financial advisor, local networking opportunities and more. The Devils are working to have the coffee served at Prudential Center during games and other Prudential Center events, and will also be distributed to Devils players in the team locker room.
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