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The Prudential Center in Newark, home of the New Jersey Devils. The franchise has announced the hiring of a number of new executives, including a longtime NBA marketing official. (Dan Ivers/NJ Advance Media)

NEWARK — A veteran NBA executive has joined the New Jersey Devils, one of a number of front office personnel moves by the Newark-based franchise.

Donna Daniels has joined the team as its senior vice president for business services, the Devils announced. She spent the last 25 years leading team marketing and business operations at the NBA, and will work with team partners to help generate new revenue.

The move was among five new hires announced by the franchise focused largely on fostering new relationships with businesses in and around New Jersey, including new Vice president for Corporate Partnerships Adam Cross and Vice President for Marketing Partnerships Fatima Saliu.

In a statement, Daniels said she looked forward to applying the skills she learned during her long tenure in basketball to a new arena.

"In this position, I have the opportunity to leverage my experience with NBA, WNBA and NBA D-League teams to help create business results and continued growth for a team, arena and city that have incredible potential," she said.

Donna Daniels

Team president Hugh Weber said the moves were part of its commitment to increasing its reach in New Jersey.

"We continue to recruit the top talent in the sports and entertainment industry to foster new relationships as we expand our footprint across the state," he said.

Josh Harris and David Blitzer purchased the Devils in 2013, after crippling debt sparked rumors the team could relocate or declare bankruptcy just six years after arriving in Newark.

The Devils have ranked near the bottom of NHL attendance rankings this season, according to ESPN, drawing an average of 15,073 spectators over its 41 home games. Those games included 14 sellouts, highlighted by a February matchup that included a jersey retirement ceremony for longtime goalie Martin Brodeur.

Prudential Center representatives, however, said business is booming at the downtown arena, with a sold-out Bruce Springsteen show and other events pushing 2016 first-quarter profits to an all-time high.

Dan Ivers may be reached at divers@njadvancemedia.com. Follow him on Twitter at @DanIversNJ. Find NJ.com on Facebook.