Devils to wear 'NJ Buy Black' helmet decals to support local businesses

The New Jersey Devils are sending a special message to hockey fans: Buy Black.

Devils players will wear stickers that say "NJ Buy Black" on the back of their helmets during road games beginning Saturday against the Pittsburgh Penguins at PPG Paints Arena (7 p.m. ET; ATTSN-PT, MSG+) through Dec. 3 when they face the Winnipeg Jets at Canada Life Centre (8 p.m. ET; TSN3, MSG+).
The decal is a prelude to another sticker that will feature the logo of a specific local Black-owned business and will be worn on players' helmets during road games for the rest the 2021-22 season beginning Dec. 11 when the Devils play the New York Islanders at UBS Arena. (7:30 p.m. ET; MSG+, MSG).
It's part of the expansion of the Devils' Buy Black Program Presented by Prudential Financial to support and amplify business opportunities for Black entrepreneurs.
Prudential is donating its premier brand placement on the players' helmets to highlight the selected Black-owned business, which will be decided in mid-November and announced in the first week of December.

The Devils launched the Buy Black initiative in January as part of Harris Blitzer Sports & Entertainment's action plan and $20 million commitment to combat systemic racism. The company's properties include the Devils and the Philadelphia 76ers of the National Basketball Association.
Flows Tasty Treats and Newark Paper Company were the first beneficiaries of the program last year. They each received $1,000 grants and the businesses were promoted by the Devils inside the Prudential Center, on MSG broadcasts and on the team's social media channels.