Why the NFL is displaying “Choose Love” in end zones during the 2025 Divisional Round

Ahead of Martin Luther King Jr. Day on Monday, January 19, the NFL is once again honoring the civil rights leader during the 2025 Divisional Round.

In each game played on Saturday, January 17, and Sunday, January 18, the phrase “Choose Love” will be displayed in the end zones at all four host stadiums, as well as on helmet decals worn by players.

What was Martin Luther King Jr.’s famous “Choose Love” quote?

While the message is closely associated with Dr. King, his most famous quote about choosing love did not include those exact words.

The phrase he actually used was: “I have decided to stick with love. Hate is too great a burden to bear.”

That sentiment has become the foundation for the NFL’s continued use of the message during key moments on the league calendar.

Why the NFL chose the message

“Dr. King’s message continues to guide how we show up in meaningful moments across the league,” said Anna Isaacson, the NFL’s senior vice president of social responsibility. “‘Choose Love’ has become an important and widely embraced message for our teams because it reflects the values Dr. King championed, dignity, empathy and a commitment to our shared humanity. Bringing it forward in the divisional round and again at Super Bowl LX reflects that continued relevance.”

What fans will see at the Super Bowl

At the Super Bowl in Santa Clara on February 8, the messages “Choose Love” and “It Takes All of Us” will appear in opposite end zones.

“It Takes All of Us” is part of the league’s Inspire Change initiative, which is aimed at reducing barriers to opportunity, particularly in communities of color, and highlighting how the NFL family is working together to create positive change.

A familiar tradition for the league

The NFL also honored Martin Luther King Jr. in 2024, when it similarly displayed “Be Love” in end zones and on helmet decals, continuing a recent tradition of spotlighting Dr. King’s words during the postseason.

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