The NFL will extend on-field social messaging for the playoffs and Super Bowl, with conference championship hosts choosing end-zone messages and the Super Bowl featuring 'Choose Love' in one end zone and 'It Takes All of Us' in the other.

During divisional rounds, the league will display the message 'Choose Love' in end zones and on helmet decals to honor Martin Luther King Jr.'s legacy, expanding the reach of the initiative to meaningful moments across the postseason.

For the Super Bowl, the messaging will be expanded to place 'Choose Love' in one end zone and 'It Takes All of Us' in the opposite end zone, with conference championship hosts selecting their own end-zone message.

accompanying links note that the Advance Local Express Desk uses AI tools for content production, edited by staff.

NFL senior VP Anna Isaacson says the message embodies Dr. King’s values of dignity, empathy and shared humanity, underscoring its relevance in meaningful league moments.

Isaacson emphasizes that the phrase guides the league’s approach to significant moments and that 'Choose Love' captures dignity, empathy and shared humanity.

This divisional round and next month’s Super Bowl LX will continue the league’s practice of on-field social justice messaging as part of a broader, unified approach to moments of significance.

'Choose Love' first debuted in 2022 with the Buffalo Bills after a mass shooting and has since been widely adopted, including at last year’s Super Bowl after an attack in New Orleans.

Over six seasons, the NFL has offered four end-zone options—End Racism, Stop Hate, Choose Love, Inspire Change—with It Takes All of Us consistently appearing in the opposite end zone.

In practice, teams choose from End Racism, Stop Hate, Choose Love and Inspire Change for home games, while It Takes All of Us has historically been placed in the opposite end zone.