NFL Replaces “End Racism” Slogan in Super Bowl End Zone with “Choose Love”

The NFL has changed one of its Super Bowl LIX end-zone messages from “End Racism” to “Choose Love.” Commissioner Roger Goodell reaffirms the league’s commitment to diversity.


NFL Switches “End Racism” to “Choose Love” in Super Bowl LIX End Zone

At his annual Super Bowl press conference on Monday, NFL commissioner Roger Goodell stood by the league’s commitment to diversity and inclusion. He made it clear that the NFL will continue its policies to promote fairness in hiring at the club level.

However, the league is making a subtle but noticeable change on the field at Super Bowl LIX. According to sources, one of the slogans in the end zone—previously “End Racism”—will now read “Choose Love.”

This will be the first Super Bowl since 2021 where “End Racism” is not featured in the end zone.

Why the Change?

NFL spokesperson Brian McCarthy said the switch was made out of sensitivity to recent tragedies, including a terrorist attack in New Orleans, deadly wildfires in California, and a fatal air collision near Washington, D.C.

“We felt it was an appropriate statement for what the country has collectively endured, given recent tragedies, and can serve as an inspiration,” McCarthy explained.

The league also confirmed that the phrase “It Takes All of Us” will still appear in the other end zone, just as in past years.

A Political Undertone?

Some insiders believe the change could be related to the current political climate. President Donald Trump, who recently took office, is expected to attend the game as a guest of New Orleans Saints owner Gayle Benson. Since his inauguration, many corporations have started moving away from diversity, equity, and inclusion (DEI) programs.

Goodell, however, made it clear that the NFL will not be following that trend.

“We got into diversity efforts because we felt it was the right thing for the National Football League,” he said. “And we’re going to continue those efforts because we’ve not only convinced ourselves, we’ve proven it to ourselves—it does make the NFL better.”

Despite this statement, at least one high-ranking league official expressed concern about how the change might be perceived in light of Trump’s stance on DEI programs.

Also Read: NFL Officials Say Conspiracy Theories Are “Ridiculous”

NFL Replaces “End Racism” Slogan in Super Bowl End Zone with “Choose Love”
NFL Replaces “End Racism” Slogan in Super Bowl End Zone with “Choose Love”

The NFL’s History with Social Justice Messages

The league introduced social justice messages on the field in 2020 as part of its Inspire Change campaign. Slogans like “End Racism,” “It Takes All of Us,” “Stop Hate,” and “Choose Love” were placed in end zones to highlight the NFL’s stance on racial justice and equality.

This initiative came in response to the murder of George Floyd, which sparked nationwide protests against police brutality. It also followed controversy surrounding former 49ers quarterback Colin Kaepernick, who kneeled during the national anthem in 2016 to protest racial injustice.

The Rooney Rule & Diversity in Hiring

Goodell was also asked about the Rooney Rule, which requires teams to interview minority candidates for head coaching and executive positions.

The current hiring cycle resulted in only one minority head coaching hire—Aaron Glenn to the New York Jets—out of seven openings. Some have criticized the process, suggesting that teams conduct interviews with minority candidates just to meet the requirement rather than seriously considering them.

“Anytime you go through a good process, the Rooney Rule is a part of that process, and an important part of that process,” Goodell said. “There’s more to it. That’s only one aspect of our (hiring) policies. But I think going through that is obviously a very positive step.”

Also Read: Should the 49ers Sign Khalil Mack to Boost Their Pass Rush?

A Shift in the NFL’s Messaging?

While the NFL is maintaining its diversity policies, removing “End Racism” from the Super Bowl end zone signals a shift in the league’s public messaging. Whether this is simply about recent tragedies, political pressure, or something else remains to be seen.

But on the biggest stage of the year, the NFL is choosing a different message—one that some may see as a step back from its previous stance.

Also Read: Vikings Face Tough Decision on Cam Robinson’s Future

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