Patriots owner Robert Kraft continues antisemitism fight with new $15M Super Bowl ad campaign

New England Patriots proprietor Robert Kraft’s Blue Square Alliance Against Hate, a ngo aimed astatine lasting up against Jewish hate, announced a caller Super Bowl advertisement up of the crippled this Sunday successful Santa Clara, California.

While Kraft is focused connected winning different Super Bowl ringing for his franchise, he’s besides calling connected each Americans to basal up against antisemitism and each forms of hatred done a caller advertisement entitled "Sticky Note."

The advertisement features a young pupil who is victimized successful the halls of his schoolhouse for being Jewish, with classmates sticking a degrading, antisemitic enactment connected his backpack without him noticing.

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Owner Robert Kraft of the New England Patriots earlier a crippled against the Buffalo Bills astatine Highmark Stadium successful Orchard Park, N.Y., Oct. 5. (Bryan Bennett/Getty Images)

It goes connected to amusement a chap pupil silently overlaying the hateful sticky enactment with 1 of his own, a bluish square. The pupil besides places a akin bluish quadrate connected his thorax and proudly walks alongside the Jewish boy.

"For the 3rd consecutive year, the Blue Square Alliance Against Hate is arrogant to amusement up connected sports’ biggest signifier and talk straight to much than 120 cardinal Americans with an urgent message: Stand up for each different and basal up to hatred wherever you spot it," Kraft said successful a statement.

"The Blue Square serves arsenic a awesome of unity and solidarity and for sisterhood and brotherhood astatine a clip successful which we request it most."

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Blue Square’s state-by-state appraisal shows that 58% of American adults judge that antisemitism is not an issue, portion lone 32% said they would talk up successful the look of antisemitism. This was a alteration from a 2023 assessment.

A country from Blue Square Alliance Against Hate from its latest Super Bowl Ad, "Sticky Note." (Blue Square Alliance Against Hate)

"Hate volition not beryllium defeated unless we instrumentality it upon ourselves to basal up to it," Adam Katz, president of the Blue Square Alliance against Hate, said successful a statement. "Our ngo astatine the Blue Square Alliance Against Hate is simply that, to animate Americans to basal up to hatred successful their ain communities, online and wherever they spot it. With this ad, we’re reaching hundreds of millions of Americans and encouraging them to instrumentality up this corporate mission.

"Together, we tin decision hatred successful America successful each its forms."

Blue Square has had erstwhile campaigns showcasing almighty ads, including its "When There Are No Words" connection that had a dense interaction successful October 2025.

During past year’s Super Bowl, Tom Brady and Snoop Dogg were among those featured successful "No Reason To Hate." Blue Square besides ran its "Silence" advertisement during the Super Bowl successful 2024.

New England Patriots proprietor Robert Kraft smiles earlier a crippled against the Tennessee Titans astatine Nissan Stadium successful Nashville, Tenn., Oct. 19, 2025. (Kara Durrette/Getty Images)

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This $15 cardinal advertisement bargain volition scope Americans done television, societal media, YouTube and billboards implicit the adjacent fewer months.

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