NEW ORLEANS – Shortly after Roger Goodell passionately reinforced the NFL’s dedication to Diversity, Equity, and Inclusion (DEI) just before the Super Bowl hype, it was announced that the league would be removing its “End Racism” message from the end zones during Super Bowl 59.

What a misstep.

While it’s commendable to feature messages like “Choose Love” and “It Takes All Of Us” on the end zones at the Caesars Superdome this Sunday, as over 200 million viewers prepare to tune into the game between the Kansas City Chiefs and the Philadelphia Eagles, this is still a missed chance to address a pressing societal issue. “End Racism” is a message that resonates now more than ever, especially for an international audience that the NFL is trying to reach.

This decision is even more significant considering the recent news that former President Donald Trump will attend the game.

Trump, who infamously attributed blame to DEI for a recent tragic plane crash that resulted in 67 fatalities, will make history as the first sitting president to visit a Super Bowl. This is someone who could greatly benefit from seeing “End Racism” messaging – not just as a reminder of social accountability, but for deeper reflection.

The NFL has stated that the end zone phrases for this year are meant to honor numerous tragic events that have occurred recently, including a medical jet crash in Philadelphia, devastating wildfires in Los Angeles, a New Year’s incident in the French Quarter near the Superdome, and the collision involving an Army helicopter and a commercial plane in Washington, D.C.

However, the league doesn’t need to overlook the crucial message about racism in our society while recognizing these other tragedies. The “End Racism” phrase has been part of the NFL’s end zone visuals since 2021, following a period of heightened awareness after the tragic death of George Floyd, which sparked widespread protests and corporate DEI initiatives.

As Trump returns to power, criticizing DEI initiatives and placing loyalists with dubious qualifications in significant positions, the timing of this decision by the NFL is troubling.

The NFL, with its considerable influence, should uphold its commitment to the “End Racism” message as a matter of principle. It should boldly affirm this stance, irrespective of who is present in the stadium.

This move feels like a significant regression.

“We pursued diversity efforts because it was the right course for the NFL, and we will persist with these efforts because we’ve seen they enhance the league,” Goodell stated during a press conference on Monday, addressing the league’s dedication to DEI in the context of the Trump administration’s stance and the trend of many companies scaling back their DEI initiatives.

Goodell emphasized: “Our commitment isn’t driven by trends, but by the need to attract the best talent to the NFL, on and off the field.”

Although Goodell wasn’t specifically commenting on the removal of the end zone slogan—news of which broke just hours later—he mentioned the Rooney Rule, requiring NFL teams to interview at least two external minority candidates for head coach and general manager positions, as a framework of the league’s DEI commitments.

While this initiative is commendable, discussions surrounding its effectiveness are ongoing, and hiring practices raise concerns about genuine commitment to equal opportunities.

Ultimately, actions carry greater significance than words. By omitting the end zone slogan addressing racism, the NFL risks sending a message to a large portion of its fan base that it doesn’t regard racism as a significant issue.

Goodell, despite his efforts to diversify the league and support DEI programs, should recognize this miscalculation.

The NFL is under constant observation. Its role as a socially responsible corporate entity is noted, whether it aligns with that vision or not.

Perhaps the timing of the removal of the “End Racism” slogan, coinciding with Trump’s appearance, is just a mere coincidence or unfortunate timing.

Regardless, it doesn’t look good for the NFL.

It raises the question: Is the NFL wary of Trump? One might think that the current success and high viewership ratings would insulate the league from any presidential backlash, but history suggests otherwise.

Consider Colin Kaepernick’s national anthem protests—Trump’s vocal criticisms of players showcased how much of a target the NFL can be. This raises valid concerns about whether the league is reacting to the potential for future criticisms.

In 2024, the NFL was among numerous organizations scrutinized by America First Legal, led by Stephen Miller, for allegedly discriminatory DEI initiatives aimed at white individuals, leading to a request for an investigation by the Equal Employment Opportunity Commission (EEOC).

This letter, addressed to Goodell, didn’t prompt any changes in the NFL’s approach.

However, given Miller’s new role in the administration as deputy chief of staff and U.S. Homeland Security advisor, it’s reasonable to think Goodell and his team might feel anxious about possible attacks on the Rooney Rule, which is essential to the league’s broader DEI strategies.

It’s true, we must all work together. Love must be prioritized. Yet in our current societal context, there are certain messages—especially those tied to events that capture the largest audiences—that the NFL should not hesitate to convey.

Follow Jarrett Bell on X @JarrettBell.