On Sunday, the defending back-to-back Super Bowl Champions, the Kansas City Chiefs will seek to be the first-ever team to “threepeat” while the Philadelphia Eagles aim to disrupt the KC dynasty.

In a notable change for Super Bowl LIX, the NFL is replacing its “End Racism” end zone message with “Choose Love” and “It Takes All of Us.”

This change marks the first time since February 2021 that “End Racism” will not be painted in the end zones of the Super Bowl. The league says this shift comes in response to recent national tragedies, including a terror attack in New Orleans that killed 14 people, devastating wildfires in Los Angeles, and a deadly plane crash near Washington, D.C.

Historic First: Trump to Become First Sitting President at Super Bowl

Making history this weekend, President Donald Trump will become the first sitting U.S. president ever to attend a Super Bowl when he heads to New Orleans for Super Bowl LIX. The presidential visit adds another layer to what’s already shaping up to be one of the most carefully guarded sporting events in history.

Unprecedented Security Measures

Homeland Security Secretary Kristi Noem told reporters on Monday:

“Right now we have no specific credible threats to this event,” 

That’s good news for football fans, but it doesn’t mean officials are taking any chances. More than 2,700 law enforcement officers will be on duty – that’s like having the entire police force of a small city focused on one event.

70,000 + people will attend the Super Bowl in New Orleans next week. We will give law enforcement every resource they need to ensure a safe event.

If you see something, say something! pic.twitter.com/m4kCHAELEe

— Secretary Kristi Noem (@Sec_Noem) February 3, 2025

The security preparations come just a month after New Orleans faced a tragic terror attack on Bourbon Street that killed 14 people. Secret Service spokesperson Anthony Guglielmi says they’re not leaving anything to chance:

“Secret Service has been on the ground for days, working in close collaboration with federal, state, and local law enforcement partners, as well as the NFL, to implement a comprehensive security plan.”

The End of DEI

As Super Bowl Sunday approaches, these changes at the NFL signal a broader shift in how major American institutions handle social messaging. The move from “End Racism” to “Choose Love” comes as many organizations are reconsidering their public statements on social issues.

The timing aligns with a larger national trend, as governments and major corporations scale back their diversity, equity, and inclusion (DEI) programs. Recently, major companies like Walmart, Meta, and Amazon have ended many of their 2020-era diversity programs and pledges, which were part of nearly $50 billion in corporate commitments.

This shift is driven by mounting political and legal pressures, particularly following the Supreme Court’s decision to overturn affirmative action and President Trump’s executive orders targeting DEI programs.

State governments, including Florida and Texas, have enacted legislation limiting DEI programs in public institutions. This shift has extended into the investment world, with some major fund managers removing ESG (Environmental, Social, and Governance) considerations from their investment criteria.

A Turning Point for American Sports?

The NFL’s messaging change comes amid this national conversation.

NFL Commissioner Roger Goodell has publicly maintained the league’s commitment to diversity, stating the league’s diversity efforts are fundamental to attracting top talent. However, the removal of “End Racism” from the Super Bowl end zones represents a notable departure from the messaging that became prominent after the social justice movements of 2020.

Combined with the unprecedented attendance of a sitting president and enhanced security measures, Super Bowl LIX could mark a significant shift in how major sports leagues balance tradition, security, and social messaging. What’s clear is that Super Bowl LIX will be remembered for more than just the game itself.

This article was written with the assistance of AI. Please verify information and consult additional sources as needed.