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DENVER — Superstitions and sports seem to be intertwined, so it should come as no surprise a Denver donut shop believes it holds the secret to the Broncos success.

Every week Voodoo Doughnuts puts a hex on the Broncos opponent, a tongue and cheek tradition called “Hex the Next.”

Here’s how it works: The shop bakes up an edible voo-doo doll in the likeness of a Broncos opponent. This week, it’s Tom Brady.

Customers then join in on the fun.

“We have pretzel sticks out there and since it’s a voo-doo doll, we encourage people to stab them,” said Ian Mathis, an employee of Voodoo Doughnuts. “Not literally… not literally stab Tom Brady.”

If you’re wondering, Voodoo Doughnuts isn’t saying who may be hexed on Super Bowl Sunday should the Broncos win the AFC championship.