Robert Kraft’s Blue Sq. Alliance launches Tremendous Bowl antisemitism advert

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New England Patriots proprietor Robert Kraft’s Blue Sq. Alliance In opposition to Hate, a mission geared toward standing up in opposition to Jewish hate, introduced a brand new Tremendous Bowl advert forward of the sport this Sunday in Santa Clara, California.

Whereas Kraft is concentrated on successful one other Super Bowl ring for his franchise, he’s additionally calling on all People to face up in opposition to antisemitism and all types of hate by way of a brand new advert entitled "Sticky Observe."

The advert incorporates a younger scholar who's victimized within the halls of his faculty for being Jewish, with classmates sticking a degrading, antisemitic word on his backpack with out him noticing.

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<source media="(min-width: 768px) and (max-width: 1023px)" srcset="https://a57.foxnews.com/static.foxnews.com/foxnews.com/content/uploads/2025/12/672/378/robert-kraft-patriots-bills-game-orchard-park-fox-news.jpg?ve=1&tl=1, https://a57.foxnews.com/static.foxnews.com/foxnews.com/content/uploads/2025/12/1344/756/robert-kraft-patriots-bills-game-orchard-park-fox-news.jpg?ve=1&tl=1 2x" height="378" width="672"><source media="(min-width: 1024px) and (max-width: 1279px)" srcset="https://a57.foxnews.com/static.foxnews.com/foxnews.com/content/uploads/2025/12/931/523/robert-kraft-patriots-bills-game-orchard-park-fox-news.jpg?ve=1&tl=1, https://a57.foxnews.com/static.foxnews.com/foxnews.com/content/uploads/2025/12/1862/1046/robert-kraft-patriots-bills-game-orchard-park-fox-news.jpg?ve=1&tl=1 2x" height="523" width="931"> Proprietor Robert Kraft of the New England Patriots appears on previous to the NFL recreation between the Patriots and the Buffalo Payments at Highmark Stadium in Orchard Park, New York, on Oct. 5. (Bryan Bennett/Getty Pictures)

It goes on to indicate a fellow scholar silently overlaying the hateful sticky word with one in all their very own — a blue sq.. The coed additionally locations an identical blue sq. on his chest and proudly walks alongside the Jewish boy.

"For the third straight yr, the Blue Sq. Alliance In opposition to Hate is proud to indicate up on sports activities’ greatest stage and communicate on to greater than 120 million People with an pressing message: get up for one another and stand as much as hate wherever you see it," Kraft stated in an announcement.

"The Blue Sq. serves as an emblem of unity and solidarity and for sisterhood and brotherhood at a time during which we want it most."

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Blue Sq.’s state-by-state evaluation exhibits that 58% of American adults imagine that antisemitism is just not a difficulty, whereas solely 32% stated they might communicate up within the face of antisemitism. This was a lower from a 2023 evaluation.

Scene from Blue Sq. Alliance In opposition to Hate from their newest Tremendous Bowl Advert, entitled "Sticky Observe." (Blue Sq. Alliance In opposition to Hate)

"Hate won't be defeated until we take it upon ourselves to face as much as it," Adam Katz, President of the Blue Sq. Alliance in opposition to Hate, stated in an announcement. "Our missions on the Blue Sq. Alliance In opposition to Hate is solely that: to encourage People to face as much as hate in their very own communities, on-line, and wherever they see it. With this advert, we’re reaching a whole bunch of tens of millions of People and inspiring them to take up this collective mission.

"Collectively, we are able to defeat hate in America in all its types."

Blue Sq. has had earlier campaigns showcasing highly effective advertisements, together with their "When There Are No Phrases" message that had a heavy influence in October 2025.

Throughout final yr’s Tremendous Bowl, Tom Brady and Snoop Dogg have been amongst these featured in "No Motive To Hate." Blue Sq. additionally had its "Silence" advert in the course of the Tremendous Bowl in 2024.

New England Patriots proprietor Robert Kraft smiles earlier than the NFL 2025 recreation in opposition to the Tennessee Titans at Nissan Stadium in Nashville, Tennessee, on Oct. 19. (Kara Durrette/Getty Pictures)