NFL 'Choose Love' messages, explained: Why league will honor Martin Luther King Jr. during playoffs

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NFL 'Choose Love' messages, explained: Why league will honor Martin Luther King Jr. during playoffs originally appeared on The Sporting News. Add The Sporting News as a Preferred Source by clicking here.

This weekend signifies both the beginning of the NFL divisional round and, on Monday, the celebration of Martin Luther King Jr. Day in the United States.

The NFL will begin honoring Dr. King ahead of Monday. Not only will the NFL honor the Rev. Martin Luther King Jr. by displaying "Choose Love" in the end zones and on helmet decals for all divisional round playoff games this weekend, but it will also be a part of the Super Bowl next month.

The Sporting News has everything you need to know about the NFL's efforts in honoring Martin Luther King Jr during the playoffs.

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How is the NFL honoring Martin Luther King Jr.?

The NFL's senior vice president of social responsibility, Anna Isaacson, explained how this demonstration honors Dr. King.

"Dr. King's message continues to guide how we show up in meaningful moments across the league," said Isaacson. "'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."

Messages to be displayed in tribute

The message will be "Choose Love," which the Buffalo Bills organization first used in 2022. It will be displayed on the helmets and end zones for all the playoff games this week.

Not only that, but the NFL will also use this message at the conference championship games and Super Bowl.

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When is Martin Luther King Jr. Day?

Martin Luther King Jr. Day is not on the same day every year; it's celebrated on the third Monday of January.

In 2026, it will fall on Monday, Jan. 19. This federal holiday in the United States is to reflect on the nonviolent activism during the Civil Rights Movement. During this time, racial discrimination in federal, state and civil society was protested by King, among many others.

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NFL history of honoring MLK Day

This is not the first time that the NFL has displayed such a gesture to honor MLK Day. Back in 2024, the NFL used the phrase "Be Love" as the stencils they wore on their helmets and displayed in the end zones.

The NFL has a long-standing tradition of displaying on-field social justice messages for the past six seasons. During each home game, teams showcased an end zone message of their choice from four options: "End Racism," "Stop Hate," "Choose Love," or "Inspire Change." Additionally, "It Takes All of Us" was stenciled in the opposite end zone for every game.

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