Patriots owner Robert Kraft’s Foundation to Combat Antisemitism is teaming up with the commissioners of major sports leagues for a new campaign called #TimeOut Against Hate. Earlier this year, Kraft met privately with sports commissioners including Roger Goodell (NFL), Adam Silver (NBA), Rob Manfred (MLB), Gary Bettman (NHL), Don Garber (MLS), Cathy Engelbert (WNBA), Gary Bettman (NHL) and Jessica Berman (National Women’s Soccer League) as well as NASCAR president Steve Phelps to discuss the initiative. The foundation stated that this ad spot and campaign is the first of its kind, uniting major sports leagues, their commissioners, and star athletes in the fight against hate.
The campaign was inspired by a closed-door meeting between Robert Kraft and major sports commissioners earlier this year. Its goal is to encourage each league and its teams to play an active role in combating antisemitism and all forms of hate. The ad will feature renowned athletes such as Billie Jean King, Shaquille O’Neal, Doc Rivers, Jim Harbaugh, Joe Torre, among others.
The debut of the ad will take place during “Thursday Night Football” when the San Francisco 49ers face off against the Seahawks in Seattle. Kraft expressed his belief that this campaign represents a powerful convergence of sports icons and leaders who are dedicated to fighting hate in all its forms. He emphasized that hate is currently prevailing in our country and it’s time for a change.
Kraft also mentioned that bringing together the commissioners from North America’s major sports leagues for this campaign is an important step forward in their fight against hate. By uniting under a common cause, they hope to amplify their message and show that the power of sports extends beyond stadiums into communities.
In addition to launching this campaign, Kraft recently lit up New York City’s Empire State Building in blue for his foundation. The Foundation has previously aired impactful ads during events like the Oscars and Super Bowl while also creating viral campaigns like “blue square.” Notable figures such as Tom Brady, Jon Bon Jovi, Dave Matthews have shown support for this initiative as well.