NEW YORK — The road to Super Bowl LX took a detour through history this weekend. As the New England Patriots and Los Angeles Rams punched their tickets to the Conference Championships, they did so on fields marked by a powerful message. To honor Dr. Martin Luther King Jr. Day, the NFL mandated “Choose Love” stencils in end zones and helmet decals across every Divisional Round matchup.
The tribute wasn’t subtle. In Seattle, where the Seahawks dismantled the 49ers 41-6, the “CHOOSE LOVE” lettering dominated the end zone paint, impossible to miss during every touchdown celebration. The initiative, part of the league’s “Inspire Change” platform, specifically targets the values Dr. King championed: dignity and empathy. The branding appeared on the helmets of victorious quarterbacks like Drake Maye and Matthew Stafford, carrying the message into millions of living rooms during the most-watched weekend of the season so far.
This visual campaign extends beyond the Divisional Round. The league confirmed that “Choose Love” and “It Takes All of Us” will remain visible through the Conference Championships and onto the field at Super Bowl LX in Santa Clara.
“Dr. King’s message continues to guide how we show up in meaningful moments across the league. ‘Choose Love’ has become an important and widely embraced message for our teams because it reflects the values Dr. King championed.” — Anna Isaacson, NFL SVP of Social Responsibility
The message now moves to the Conference Championships. The tributes will serve as the backdrop for high-stakes battles on January 25, where the Patriots will face the Broncos in the AFC, and the Rams will take on the Seahawks in the NFC. With the Super Bowl just one win away for these four squads, the “Choose Love” campaign ensures that social responsibility remains tied to the season’s biggest highlights.
