Patriots Owner Robert Kraft Unveils New Super Bowl Ad Aimed at Combating Jew-Hatred

An initiative that focuses on combating antisemitism and was founded by New England Patriots owner Robert Kraft has unveiled a new advertisement set to air during Super Bowl LX on Sunday that calls on people to stand up against Jew-hatred.

The ad released by Kraft’s Blue Square Alliance Against Hate, formerly known as the Foundation to Combat Antisemitism, is set in a school hallway and shows students whispering and laughing as a young Jewish classmate passes by. When the Jewish student reaches his locker, he discovers a hateful sticky note placed on his backpack by classmates that says “Dirty Jew.” Another student then walks over, covers the note with a Blue Square, and tells the Jewish kid, “Do not listen to that.” The video ends with the fellow student standing next to his Jewish classmate with another Blue Square placed on his chest, as an act of solidarity.

A message on the screen then states that two in three Jewish teenagers in the US have experienced antisemitism, which was first revealed by the Anti-Defamation League and the Jewish youth movement BBYO in 2024. Gen Z is also three times more likely to witness antisemitism.

“For the third straight year, the Blue Square Alliance Against Hate is proud to show up on sports’ biggest stage and speak directly to more than 120 million Americans with an urgent message: Stand up for each other and stand up to hate wherever you see it,” Kraft said in a released statement.

He told CNBC he is very worried about the hatred and division taking place across the US. “You’re not born with hate, it’s learned and you have to find ways to push back on it,” Kraft said. “It’s about education and making sure every day Americans understand that this is happening.”

On Sunday, the Patriots will take on the Seattle Seahawks in Santa Clara, California, and hope to win their seventh Super Bowl title.

Kraft founded the Foundation to Combat Antisemitism in 2019 in response to the rise of antisemitism and all forms of hate across the US. The Blue Square was first introduced in 2023 as a symbol for expressing solidarity with the Jewish community and Kraft launched the Blue Square Alliance Against Hate in 2025.

A survey from the Blue Square Alliance Against Hate released in December 2025 revealed that Americans are displaying more antisemitism than in the past, but are also “less aware antisemitism exists, less likely to think it’s important enough to fight, and less likely to stand up to prejudice against Jews when they encounter it.”