For the sixth consecutive season, the NFL will require teams to choose from a list of pre-approved social justice messages, such as “End Racism” and “Stop Hate,” to stencil in their end zones.
The league said the initiative coincides with other campaigns the NFL is involved with, including Salute to Service and Crucial Catch. Each team can select which phrase it would like displayed on the opposite end zone. Other options include “Choose Love” or “Inspire Change,” though all international games will feature the end zone messages “End Racism” and “It Takes All of Us.”
“For decades, the NFL and its players have been a unifying force in American culture and society that brings people of all cultures and backgrounds together to enjoy America’s most popular sport,” NFL senior vice president of social responsibility Anna Isaacson told The Associated Press.
“We’re working hand-in-hand with players, and alongside our clubs, to amplify player voices and underscore what is most important to them,” Isaacson said.
Recently, football viewership dropped by 2.2 percent throughout the 2024-25 season, with the league averaging 17.5 million views per game compared to a previous 17.9 million views.
In recent years, several professional athletes and major sports teams have used their platforms to promote political and social causes, prompting significant public blowback.
Famously, Colin Kaepernick, a former NFL quarterback, kneeled during the national anthem in 2016 to protest alleged systemic racism within police departments.
Studies show that more than one third of U.S. adults disapprove of athletes bringing politics into sports. Less than a third are unequivocally in favor of the intersection of athletics and politics.
The current reigning Super Bowl champions, the Philadelphia Eagles, have selected to display “Choose Love” at their season opener against the Dallas Cowboys.
Besides the end zones, players can also select to display the messages on the side of their helmets.
Through the “My Cause, My Cleats” program, players are encouraged to promote a cause of their choosing through artwork on their cleats. Several players have used the opportunity to promote the cause of life. In 2023, Kansas City Chiefs linebacker Leo Chenal posted a message of support for the pro-life charity Live Action.
“I believe all human life should be valued and I want to work towards helping mothers that are considering abortion,” Chenal said. “I believe it’s not only important to value every life before birth, but to provide the mothers and children the tools it will take to thrive going forward.”