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The New Jersey Devils begin their season on Friday night, and fans will see the team wear a special decals promoting black-owned businesses for 13 home games this season.

The initiative is part of the Devils “Buy Black” program that promotes Jersey-based, minority-owned businesses. The team is accepting applications from companies throughout the month of October. The helmet decals will begin appearing December 8. Prudential will select the lucky businesses that will receive the advertisement exposure.

Devils President Jake Reynolds told CNBC on Wednesday. “As we know, Black businesses have been challenged on numerous levels. So the opportunity for us to take our brand and the platform we have to be able to drive awareness –  this is just the beginning for something we’re going to continue to build on.”