NFL to Roll Out More Social Justice Messaging in 2021 Season

The NFL also plans to make “Lift Every Voice and Sing” — often referred to as the Black national anthem — a prominent part of all big league events, said sources. They will likely highlight victims of racial injustice with a “Say Their Stories” project, as well.

In today’s hyper-partisan media environment, most fans experience football through the prism of television. This year’s renewed social justice messaging efforts will be visible to the 200 million-plus TV viewers who watch game telecasts each season.

In 2020, the league suffered its first regular-season TV audience downturn in three years. Schedule irregularities and postponements due to COVID-19 were a likely factor, though some propose that social justice messaging impacts viewership as well.

While the NFL leans in, other leagues are dialing back. The NBA, for example, has removed most of the social justice signs and messages that were prevalent on courts and player jerseys last season. Commissioner Adam Silver said those messages are being largely delivered off the floor.

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While the NFL declined to comment, sources said this year’s social justice initiative could be as big, if not bigger, than last season’s in terms of spend, resources, and overall commitment.