“Dr. King’s message continues to guide how we show up in meaningful moments across the league,” said Anna Isaacson, SVP of social responsibility for the NFL. "'Choose Love’ has become an important and widely embraced message for our teams because it reflects the values Dr. King championed — dignity, empathy, and a commitment to our shared humanity. Bringing it forward in the Divisional Round and again at Super Bowl LX reflects that continued relevance.”
“Choose Love” was first introduced in 2022 when the Bills adopted it as a unifying message for their community after a shooting in Buffalo. NFL teams have widely embraced the stencil, and it was featured at the Super Bowl last year following an attack in New Orleans.
The NFL has used on-field social justice messaging for the past six seasons. Teams featured an end zone message of their choice at each home game throughout the season, selecting from four options: “End Racism,” “Stop Hate,” “Choose Love” or “Inspire Change.” “It Takes All of Us” was stenciled in the opposite end zone for all games.
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