'End racism' message at this year's Super Bowl to be replaced with new phrase

Super Bowl organisers have announced they're removing the 'End Racism' banner that previously sat at the back of the two end zones of the pitch.

Instead, a new slogan will be featured on the field at this Sunday's big game, which will see the Kansas City Chiefs go head-to-head with the Philadelphia Eagles in a battle for glory.

In a matter of days (Sun 9 Feb), KCC captains Travis Kelce, Patrick Mahomes, Chris Jones, Jerick McKinnon, Nick Bolton and punter Tommy Townsend will take on PE front-men, A. J. Brown, Jalen Hurts, Lane Johnson, Jordan Mailata, Brandon Graham, Darius Slay and Jake Elliott at the Caesars Superdome in New Orleans, Louisiana.

As we say, however, organisers of this year's Super Bowl have also decided that a banner which previously ruled against racial hatred in the States will be removed and replaced with another message.

New Super Bowl pitch slogan revealed

Instead, one end zone will be embellished with the words 'Choose Love', and another with the phrase 'It Takes All of Us'.

Speaking to The Athletic on Tuesday (4 Feb), NFL spokesperson Brian McCarthy discussed the thought process behind the decision, reflecting on the recent tragedies that have occurred since the beginning of 2025.

On New Year's Day, a pickup truck was driven into a crowd in New Orleans as part of a terror plot, killing fifteen people and injuring at least 57 others - after which the perpetrator was fatally shot by police.

NFL spokesperson Brian McCarthy has addressed the change (Frazer Harrison/Getty Images)

The Los Angeles wildfires have also continued to devastate the state of California since early January - reportedly taking the lives of 29 people and destroying the homes of hundreds more.

And an American Airlines flight collided with a military helicopter last week (29 Jan), killing everyone on board both aircrafts.

"We felt it was an appropriate statement for what the country has collectively endured, given recent tragedies, and can serve as an inspiration," McCarthy told the news outlet, reminding American football fans that 'End Racism' was only visible during the Eagles’ NFC Championship win against the Washington Commanders, and the AFC Championship last week (26 Jan), where the KCCs beat the Buffalo Bills.

NFL commissioner defends support of DEI policies

The change comes just days after NFL Commissioner Roger Goodell released a statement defending the sport league's support of diversity, equity and inclusion (DEI) policies.

Following his inauguration last month (20 Jan), Donald Trump revoked the 1965 Equal Employment Opportunity Act, which previously promoted opportunities women, ethnic minorities, LGBTQ+ people and other traditionally underrepresented groups.

Trump has signed several executive policies against DEIs (Chip Somodevilla/Getty Images)

Reuters also reported last week that government DEI employees would be placed on paid leave, and that Trump would be seeking to dissuade private companies using government contracts from hiring marginalised individuals.

Addressing the controversial change, Goodell explained: "We got into diversity efforts because we felt like 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, we’ve proven ourselves, that it does make the NFL better.

"We’re not in this because it’s a trend to get in or a trend to get out of it."

He went on to add: "Our efforts are fundamental in trying to attract the best possible talent in the National Football League, both on and off the field, as I said previously. We see that.

"We see how it benefits the National Football League, and so I think we’ll continue those efforts."

And discussing the importance of DEI efforts in sport, he went on to say: "I think it’s also clearly a reflection on our fan base and our communities and our players.

NFL Commissioner Roger Goodell previously discussed the importance of DEIs in sport (Chris Graythen/Getty Images)

"People talk a lot about the Rooney Rule… for us there’s no requirement to hire a particular individual on the basis of race or gender."

(For those unfamiliar with the policy, the 'Rooney Rule' requires NFL teams to interview at least one minority candidate for each head coaching position.)

Goodell continued: "It’s simply on the basis of looking at a campus of candidates that reflect our communities and to look at the kind of talent that exists there, and then you make the best decision on who is hired."