Patriots Owner Spends $15M on Super Bowl Anti-Hate Campaign

When 120 million people tune into the Super Bowl this Sunday, they'll see more than football. They'll witness a powerful call to action against antisemitism and all forms of hate.

New England Patriots owner Robert Kraft is back for his third year running ads through his Blue Square Alliance Against Hate. This year's $15 million campaign centers on a simple but moving story called "Sticky Note."

The ad shows a Jewish student walking through school hallways, unaware that classmates have stuck a hateful, antisemitic note on his backpack. Then something beautiful happens. Another student silently covers the hateful note with a blue square sticky note, places a matching blue square on his own chest, and walks proudly alongside the Jewish boy.

The blue square has become Kraft's symbol for unity and solidarity. It's a visual reminder that standing up to hate doesn't require grand gestures. Sometimes it just means standing beside someone who needs support.

The campaign comes at a crucial time. Blue Square's state-by-state research found that 58% of American adults don't believe antisemitism is a real problem. Even more troubling, only 32% said they would speak up if they witnessed antisemitic behavior. That number has actually dropped since 2023.

"Hate will not be defeated unless we take it upon ourselves to stand up to it," said Adam Katz, president of the Blue Square Alliance. The organization's mission is straightforward: inspire Americans to confront hate in their communities, online, and wherever they see it.

Kraft has been using sports' biggest stage to spread this message since 2024. Last year's Super Bowl ad featured Tom Brady and Snoop Dogg in a spot called "No Reason to Hate." The year before, the "Silence" ad made waves during the game.

The Ripple Effect

This isn't just about a one-time Super Bowl spot. The $15 million investment will fund ads across television, social media, YouTube, and billboards for months to come. That means millions more Americans will encounter the blue square message long after the confetti falls in Santa Clara.

The campaign is reaching people where they are, on platforms they use every day. It's turning a simple symbol into a movement, giving people a tangible way to show they stand against hate.

Previous Blue Square campaigns have already demonstrated real impact. The "When There Are No Words" message resonated deeply in October 2025, showing that these ads do more than raise awareness. They spark conversations and inspire action.

Kraft is using his platform as an NFL owner to address something bigger than sports. He's calling on everyday Americans to become upstanders, not bystanders, and giving them a simple tool to do it.

When that blue square appears on screens across America this Sunday, it will carry a message 120 million people need to hear: we defeat hate together.