NFL Commissioner Roger Goodell is teaming up with the commissioners from the MLB, NBA, WNBA, MLS, NWSL, NHL and the president of NASCAR in a new campaign designed to stem hate in the United States.

The campaign is called “Timeout Against Hate” and is backed by the Foundation to Combat Antisemitism, which was founded by New England Patriots owner Robert Kraft in 2019. NBC News reported on Thursday that Kraft met with the commissioners earlier this year and they have committed $50 million toward the campaign.

“Why in sports do you take a timeout?” Kraft told NBC News. “You do when you want to regroup, you want to make adjustments, you want to win. We hope that this campaign will recalibrate the momentum in the country against hate.”

A television ad promoting the campaign will debut during Thursday’s game between the San Francisco 49ers and Seattle Seahawks on Prime Video and NFL+.

“I hope people will stop and just think for a moment as timeout indicates, and think about other people’s perspective,” Goodell told TODAY.