On Tuesday, the NFL announced it would replace the Super Bowl’s “End Racism” slogan with “Choose Love” after it had appeared in the end zones since 2020, part of a long-running social messaging effort within a charged political atmosphere, ahead of President Donald Trump”s expected attendance at the game.
NFL and “End Racism” were first launched as part of the league’s “Inspire Change” initiative-which was developed in response to nationwide protests over racial injustice. This year, league officials stated the new messages-“Choose Love” and “It Takes All of Us”-are to convey the theme of greater unity and compassion.
“Because of recent events, we think these messages are fitting and represent the needed unity and empathy,” said NFL spokesperson Brian McCarthy. The NFL did not explain the events behind the change in themes but hinted at it being due to national tragedies and changing social climate.
Responses to this announcement have been divided. On the one hand, it is said that “Choose Love” conveys a more positive context and is inclusive as opposed to creating any form of political polarization. According to critics, this move represents a step behind the league’s already initiated fight against systemic racism, since the president is attending Donald Trump and his longtime public views concerning racial justice in sports.
Some advocacy groups have expressed dismay over the shift. “Substituting the phrase ‘End Racism’ is the wrong message at this moment when racial injustice remains one of the greatest issues,” Rashad Robinson, president of Color Of Change said. “Words matter and this change has a feel to it of wanting to depoliticize the movement that has much more left to be noticed.”
The league remains unflinching despite the controversy as it has confirmed that its stand on social change is still unwavering. The league continued investing in community programs and initiatives promoting racial equity, education, and economic empowerment.
All eyes will be on end zone messaging during Super Bowl LVIII in Las Vegas, as the NFL will show how it is evolving its stance on social issues. We will have to wait and see whether the shift resonates with fans or will draw further criticism, but certainly, a fresh chapter into the ongoing intersection of sports, politics, and activism has been opened.
