The stakes are already massive at Super Bowl 60. Championships. Legacy. History. But this year, another message shares the spotlight. One written directly into the field itself.
As the New England Patriots and Seattle Seahawks prepare to battle for the Lombardi Trophy, fans will also notice two words placed prominently in the end zones: Choose Love.
NFL’s League-Wide Social Message Returns to Center Stage in Super Bowl
The phrase “Choose Love” appears during Super Bowl 60 as part of the NFL’s effort to honor Rev. Martin Luther King Jr. and reinforce the league’s ongoing social responsibility messaging. The words appear in end zones and on helmet decals, paired with “It Takes All of Us” on the opposite end zone at Levi’s Stadium.
The timing is intentional. The Divisional Round also featured the message across all games leading into Martin Luther King Jr. Day. The NFL has leaned into these moments over the last six seasons, allowing teams to select social justice messages for home games. Options have included “End Racism,” “Stop Hate,” “Choose Love,” and “Inspire Change.”
According to NFL senior vice president of social responsibility Anna Isaacson, the league sees this as part of a larger cultural responsibility.
“Dr. King’s message continues to guide how we show up in meaningful moments across the league,” Isaacson said. “‘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.”
The phrase itself traces back to tragedy and unity. The Buffalo Bills first introduced “Choose Love” in 2022 following a mass shooting in Buffalo. What started as a local message quickly became league-wide. It later appeared during Super Bowl 59 following an attack in New Orleans, reinforcing its role as a symbol of resilience and community support.
While Dr. King never used the exact phrase, the message closely aligns with one of his most famous quotes: “I have decided to stick with love. Hate is too great a burden to bear.”
The Super Bowl stage magnifies everything. Performance. Pressure. Messaging. With hundreds of millions of viewers worldwide, the NFL understands the moment carries weight beyond football.
There is no indication the league plans to move away from these on-field messages. If anything, their presence could expand. League officials continue to monitor how teams, fans, and communities respond to initiatives tied to major moments on the calendar.
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For now, as two franchises chase championships, the NFL is also using its biggest night to reinforce a broader message. One that the league believes still resonates across locker rooms, fan bases, and communities.
And under the brightest lights in sports, that message is simple: Choose Love.
