The NFL in recent years has gotten a lot of attention for their stance on racism and racial inequality, and particularly how it impacts the Black community. Initially, there was backlash on how the league handled silent protests against police killings of Black people by then player, Colin Kaepernick, taking a knee during the national anthem. Many in the NFL, including commissioner Roger Goodell condemned Kaepernick’s actions at the time.

But a few years short years later, in the aftermath of the murder of George Floyd, the league changed its tune. Goodell in a recorded video admitted to league was wrong and made a clear statement on the league’s stance on racism. “We at the NFL condemn racism and the systematic oppression of Black people. We the National Football league admit we were wrong for not listening to NFL players earlier, and encourage all to speak out and peacefully protest.”

A few months later, at the beginning of the 2020 season, the league started including the message “End Racism” in end zones. That message has been a staple in end zones since then, including in the last four Super Bowls. For this year’s Super Bowl, the NFL has decided to replace that “End Racism” message, with “Choose Love.”

NFL spokespersons said the change is in response to recent events that have happened in the U.S. such as the devastating California fires, the terrorist attack in New Orleans, and recent tragic plane crashes.

Others speculate the real reason the message is being replaced is because President Trump, who’s agenda is clearly anti-diversity, equity, and inclusion, and includes executive orders to diminish associated policies, is expected to be in attendance at the Super Bowl.

Because of the political climate, including Trump’s stance on diversity, equity, and inclusion, many companies have rolled back their commitments to it since summer 2024, so the assumption of many onlookers, is that this is the beginning of the NFL going soft on diversity, equity, and inclusion.

The NFL says its commitment to diversity, equity, and inclusion remains

In a news conference for the upcoming Super Bowl, Goodell reinforced the NFL’s commitment to diversity efforts, noting, “We got into diversity efforts because we felt 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, I think we’ve proven to ourselves that it does make the NFL better. He added, “We’re not in this because it’s a trend to get into it or a trend to get out of it. Our efforts are fundamental in trying to attract the best possible talent into the National Football League both on and off the field.”

It should be noted that 53% of NFL players are Black. With Black players making a majority of the players in the league, it behooved the NFL to ensure it was involved in tackling issues that were important to the players and their communities. Racism, and racial inequality were high on the list.

However, even though more than half the players in the NFL are Black, only 19% of the NFL head coaches are Black. The percentage of head coaches in the NFL expands to 29% when you look at minority group on the whole. These numbers are the highest the NFL has ever seen when it comes to diversifying its coaching staff.

One of the reasons the diversity of head coaches has increased over the years, is due to the leagues notable Rooney Rule, which requires teams hiring for head coaching and general manager positions to interview at least one person person from a minority group, which includes women for key leadership roles, including head coaches, general managers, and coordinator positions.

One survey of 65 Black NFL players showed that 54 said they were encouraged by the leagues progress in diversifying head coaching staff throughout the league, another indication that the leagues efforts are yielding fruit.

Goodell says the NFL intends to stick with the Rooney rule moving forward.

Implications of removing the NFL removing “End Racism” from end zones

It remains to be seen. Ending racism hasn’t yet been achieved.

While some feel the message was purely performative and didn’t actually do much to actually end racism, it is an important reminder that there is work to be done. In the league’s defense, the Rooney Rule has been in effect for more than 20 years, meaning there has been a long standing commitment to diversifying senior roles to be more reflective of the NFL at large and the community and fans who love the game.

Ending racism is a strong statement. And removing it, in favor of a more palatable message implies that a higher priority has come into view. Replacing the words sends a statement as well.

The NFL, and many brands find themselves at an inflection point. At a time when brands are saying with words how important all people are, and how valuable and beneficial diversity, equity, and inclusion are, their actions are showing a disconnect.

As such, consumers are skeptical.

Should they believe what brands say, or what they do?

Consumers increasingly want to buy from (and give their attention to) brands whose values align with their own. And as companies are demonstrating that when under pressure, diversity, equity, and inclusion aren’t priorities, consumers are forced to make their opinions about that known.

One way to end racism is to choose love.

However, to end injustices, we have to name them, and address them with action. The statement “End Racism” at a minimum makes it clear that the NFL believed that racism exists and that it isn’t ok. That may be an uncomfortable message for some, but that doesn’t make the sentiment any less true.

Fans and consumers saw the “End Racism” message, and could identify clearly and quickly what the NFL’s values were.

With the “Choose Love” message, it is harder to do so. It doesn’t take a stand. As such, fans, consumers, and players will have to look even more closely at what the NFL does, both on and off the field to assess whether or not its values – especially those related to diversity, equity, and inclusion, are still aligned with their own, or if that commitment wasn’t really that deep.