NFL Shifts Super Bowl End Zone Message from “End Racism” to “Choose Love”

NEW ORLEANS — NFL Commissioner Roger Goodell reaffirmed the league’s commitment to diversity during his annual Super Bowl news conference Monday, but a subtle yet significant change on the field has sparked conversation. For the first time since February 2021, the message “End Racism” will not appear in the end zone during Super Bowl LIX. Instead, the league has opted for the slogan “Choose Love,” according to two anonymous league sources.

The decision, communicated internally earlier this week, comes amid a politically charged climate and follows President Donald Trump‘s expected attendance at Sunday’s game as a guest of New Orleans Saints owner Gayle Benson. The change has raised eyebrows, particularly given Trump’s public statements on race-related issues.

NFL spokesperson Brian McCarthy explained that the shift was influenced by recent tragedies, including the January terrorist attack in New Orleans’ French Quarter, deadly wildfires in Los Angeles, and an incident near Reagan National Airport in Washington, D.C. “We felt it was an appropriate statement for what the country has collectively endured,” McCarthy said. “Choose Love” and “It Takes All of Us” will both appear in the end zones during the game between the Kansas City Chiefs and the Philadelphia Eagles.

The NFL’s “Inspire Change” initiative, launched in 2018, introduced end-zone slogans like “End Racism” and “Stop Hate” in 2020 as part of a broader effort to promote diversity and inclusion. These changes followed the murder of George Floyd and the nationwide protests against police brutality. The league’s stance on social justice issues has been a focal point since former San Francisco 49ers quarterback Colin Kaepernick began kneeling during the national anthem in 2016.

Goodell emphasized the league’s ongoing commitment to diversity, particularly in hiring practices. He defended the Rooney Rule, which requires teams to interview minority candidates for head coach, coordinator, and general manager positions. Despite criticism that some teams appear to conduct interviews merely to fulfill the requirement, Goodell called the rule “an important part of the process.”

As the NFL prepares for its most-watched event of the year, the decision to replace “End Racism” with “Choose Love” reflects a nuanced approach to addressing social issues while navigating a polarized political landscape.