Viewers tuning into the NFL Divisional Round may notice “Choose Love” displayed prominently in the end zones and on helmet decals across all playoff games. The league-wide messaging is tied to the NFL’s annual recognition of the Rev. Martin Luther King Jr., using the postseason’s biggest stages to highlight themes associated with his legacy and continued relevance.
Why the NFL Is Using ‘Choose Love’ During the Divisional Round
The NFL confirmed that “Choose Love” will appear in the end zones and on helmet decals for every Divisional Round playoff game. The timing coincides with Martin Luther King Jr. Day and reflects the league’s practice of incorporating social responsibility messaging during nationally televised events.
The NFL will honor the Rev. Martin Luther King Jr. by displaying “Choose Love” in the end zones and on helmet decals for all divisional round playoff games this weekend.https://t.co/jWkCspw6GI
— Adam Schefter (@AdamSchefter) January 17, 2026
League officials have described the phrase as a reflection of values Dr. King championed, including dignity, empathy, and shared humanity. The Divisional Round provides a particularly visible platform, drawing large national audiences as teams compete for conference championship berths.
By placing the message in the end zones and on helmets, the NFL ensures it remains visible throughout each broadcast.
The league has increasingly used helmet decals to reinforce postseason initiatives. Unlike end zone stencils, decals remain visible on every play, regardless of field position or camera angle. This approach ensures the message is consistently displayed from kickoff through the final snap.
“Choose Love” was first introduced during the 2022 season, when the Buffalo Bills adopted the phrase following a mass shooting in Buffalo. The message quickly became a unifying symbol within the community and resonated across the league. Its presence expanded beyond Buffalo and has since been embraced by multiple teams and featured during major NFL events.
The NFL has incorporated on-field social responsibility messaging for the past six seasons. Teams are permitted to display approved phrases in end zones during home games, selecting from options that include “End Racism,” “Stop Hate,” “Choose Love,” and “Inspire Change.” “It Takes All of Us” has been used consistently in the opposite end zone at games across the league.
Looking ahead, the NFL announced that “Choose Love” and “It Takes All of Us” will appear in opposite end zones during Super Bowl LX. For the AFC and NFC Championship Games, host teams will select which approved messages are displayed.
By continuing to feature “Choose Love” during the playoffs, the NFL is using its most-watched moments to highlight messaging connected to Dr. King’s legacy while maintaining consistency with its broader approach to on-field initiatives.
