The National Football League (NFL) has decided to replace the on-field “End Racism” message with “Choose Love” for the upcoming Super Bowl LIX between the Kansas City Chiefs and the Philadelphia Eagles.
This change in messaging will be prominently displayed in the back of the end zone at Caesars Superdome in New Orleans. According to NFL spokesperson Brian McCarthy, the timing of this message is fitting considering recent national events, including wildfires in southern California, attacks in New Orleans, and crashes near major cities like Washington and Philadelphia. McCarthy emphasized the NFL’s unique role in inspiring the nation during such moments.
The decision to switch to “Choose Love” is part of the NFL’s broader social justice campaign known as Inspire Change. This initiative began in 2020, with the phrases aiming to resonate with the public and address societal issues through impactful messaging. The other end zone will carry the phrase “It Takes All of Us,” reinforcing the theme of unity and collective effort.
Previously, the Super Bowl often featured “End Racism” since 2021. This shift marks a new chapter in the NFL’s approach to promoting social awareness. Throughout the season, various teams have also utilized phrases like “Stop Hate” and “Vote” on their home fields, reflecting diverse social justice themes.
Interestingly, the decision to change the message at this year’s Super Bowl comes as President Donald Trump is expected to attend, marking the first time a sitting US president will be at the event. However, the NFL has clarified that the message change has no connection to Trump’s attendance.
In addition to the new message, New Orleans native and Grammy Award-winning artist Ledisi is slated to perform “Lift Every Voice and Sing,” often referred to as the Black national anthem, before the game. This performance aligns with the NFL’s initiative to celebrate diversity and inclusion.
Supporting this commitment, NFL Commissioner Roger Goodell reiterated the league’s dedication to diversity, equity, and inclusion (DEI) initiatives. Despite other sectors reducing their DEI efforts, Goodell asserted that diversity strengthens the NFL by incorporating varying perspectives from people of different backgrounds. Addressing these efforts at a pre-Super Bowl news conference, good practices are seen as essential to attracting top talent both on and off the field.
Goodell further mentioned that these initiatives are not trends to follow but foundationally critical to the league’s operational success. As such, the NFL plans to persevere with these efforts, maintaining them as an integral part of the organization’s values.
The league’s stance contrasts with President Trump’s recent executive order that curtails such policies at the federal level. Despite the political landscape, the NFL remains committed to its mission, championing inclusivity and diversity within its operations.
The NFL’s decision to use “Choose Love” during the Super Bowl underscores a continued focus on themes of unity and diversity. Amidst differing political and social climates, the league positions itself as a leader in social justice awareness and inclusivity.
