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Prudential On Verge of Deal With the Devils

NEWARK-The insurance giant could get its name on the $365-million arena for $5 million a year, walking distance from its headquarters.

By Sean Ryan | Updated on December 22, 2006

NEWARK-Prudential Financial is on the cusp of getting naming rights to the New Jersey Devils’ arena. Signage for the $365-million arena is reportedly going for between $5 million and $6 million a year for 20 years.

The arena would be called the Prudential Center, Jeff Vanderbeek, principal owner of the team, told the Star-Ledger. The 18,000-seat arena might be nicknamed the Rock, after Prudential’s famous logo, and which also describes hockey pucks.

Prudential has always been headquartered in Newark, just a few blocks from the arena’s construction site, and is one of the city’s major presences.

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