For the first time in years, the Super Bowl end zones won’t have the familiar “End Racism” message. Instead, the NFL is rolling out new phrases for Super Bowl LIX at the Caesars Superdome in New Orleans.
This change is bound to spark conversation. Since 2021, “End Racism” has been a staple on the field, reflecting the league’s stance on social justice. But this year, the message is gone, replaced by something different. So, what’s the deal? Why did the NFL decide to switch things up? Is this a step forward, a shift in priorities, or just an adjustment based on recent events? Let’s break it down.
What Will Replace ‘End Racism’ At Super Bowl LIX?
The league has opted for “Choose Love” and “It Takes All of Us” as the messages behind the end zones. NFL spokesman Brian McCarthy confirmed the change to USA TODAY Sports, stating that the decision reflects the nation’s recent tragedies.
Congratulations, everyone. We have beaten racism! It only took 4 years of the NFL writing “end racism” in the end zones, but now everyone has officially received the message and changed their ways. Racism defeated. We did it! pic.twitter.com/oP0c6ONmEN
— T.J. Moe (@TJMoe28) February 4, 2025
McCarthy cited wildfires in Southern California, a terrorist attack in New Orleans, a plane and helicopter crash near Washington, D.C., and a plane crash in Philadelphia as reasons for the shift. “The Super Bowl is often a snapshot in time, and the NFL is in a unique position to capture and lift the imagination of the country,” he explained.
The Evolution Of The NFL’s Social Justice Messages
The NFL began displaying “End Racism” in the end zones in 2020 as part of its “Inspire Change” initiative. The campaign expanded in 2021, reinforcing the league’s commitment to diversity, equity, and inclusion (DEI). However, The Athletic reported that the decision to drop the phrase for Super Bowl LIX was communicated to high-level league employees earlier this week.
This change was evident during the conference championship games. The AFC Championship, hosted by the Kansas City Chiefs, did not feature “End Racism,” while the NFC Championship, hosted by the Philadelphia Eagles, did. This inconsistency raised questions about the league’s evolving messaging strategy.
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League’s Commitment To Diversity Efforts
NFL Commissioner Roger Goodell addressed the league’s stance on DEI during his Monday press conference. Despite the change in Super Bowl messaging, Goodell assured that the NFL would not scale back its diversity efforts. He acknowledged that many corporations have retreated from DEI initiatives, particularly since Donald Trump’s election, but emphasized that the NFL remains committed.
“We got into diversity efforts because we felt it was the right thing for the National Football League, and we’re going to continue those efforts because we’ve not only convinced ourselves, I think we’ve proven ourselves that it does make the NFL better,” Goodell stated.
The NFL No Longer Cares About Ending Racism!
— Lovable Liberal and his Old English sheepdog (@DougWahl1) February 4, 2025
After the White House announced that Trump will be attending the Super Bowl, the NFL announced it will remove the "End Racism" logo from the Super Bowl end zone.
Your thoughts? pic.twitter.com/wRdh5oEq8h
He further stressed that the league’s diversity initiatives are not trends but fundamental to attracting the best talent both on and off the field. “And we see that. We see how it’s benefited the National Football League. And so, I think we’ll continue those efforts. I think it’s also clearly a reflection of our fan base and our communities and our players.”
Trump’s Super Bowl Attendance
Adding another layer to the event, the White House confirmed on Tuesday that former President Donald Trump plans to attend Super Bowl LIX. While his presence is unlikely to influence the NFL’s messaging, it adds political weight to an already scrutinized decision.
What Does This Mean For The League’s Future Messaging?
The shift away from “End Racism” raises questions about how the NFL will approach social justice messaging in the future. While Goodell has reiterated the league’s commitment to diversity, changing the end zone messages for the biggest game of the year signals a potential shift in strategy.
Whether this is a temporary change or a long-term adjustment remains to be seen. The NFL’s choice of “Choose Love” and “It Takes All of Us” suggests a broader, less politically charged approach compared to “End Racism.” However, with ongoing national discussions around DEI and racial justice, the league’s future messaging will likely continue to evolve.
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