Edited by: Fern Sidman
New England Patriots owner Robert Kraft’s Foundation to Combat Anti-Semitism is set to launch a powerful 30-second ad during the upcoming Super Bowl as part of its “Stand Up to Jewish Hate” campaign, as was reported by the New York Post on Wednesday. The move comes in response to a significant increase in anti-Semitic incidents following the October 7 assault against Israel by Hamas terrorists.
The ad campaign was initiated during the NFL season last year, addressing various anti-Semitic incidents, including inflammatory comments by the rapper formerly known as Kanye West. According to the Post report, Robert Kraft, an 82-year-old philanthropist and owner of the Patriots since 1994, has been actively involved in combating anti-Semitism. He has committed $25 million to raise awareness of this issue, as reported by The Wall Street Journal.
The objective of the “Stand Up to Jewish Hate” campaign is to showcase examples of how individuals can #StandUptoJewishHate and inspire more people to join the fight against all forms of hatred, according to information provided in the Post report. Kraft emphasized the urgency of taking action in the face of the rising wave of hate across the nation.
In addition to the ad campaign, Kraft has donated millions of dollars to causes in Israel, funding sports complexes and engaging in various philanthropic endeavors. As was noted in the Post report, the Patriots, under Kraft’s ownership, have won six Super Bowls and played in the championship game nine times, contributing to the team’s current estimated worth of $6 billion, according to Forbes.
The Super Bowl, being the most-watched television event, attracts premium advertising rates. The 30-second ad produced by Kraft’s foundation is expected to be a significant contribution to raising awareness during this high-profile sports event, the report in the Post said. The game is scheduled to take place on February 11 at Allegiant Stadium in Las Vegas, with CBS airing the event.
Kraft’s commitment to combating anti-Semitism has extended beyond the ad campaign. Following the October 7 Hamas attacks, Kraft matched a $100 million donation to his foundation, resulting in a substantial $200 million cash injection, as per the report in the Post. This financial support ensures the foundation’s sustained operation for years to come.
The Post also reported that Kraft, a Massachusetts native Kraft, made his fortune in the paper and packaging business and has had ownership of the Patriots since 1994 — having bought the team for $172 million.
Kraft founded the nonprofit in 2019 following high-profile hate crimes and incidents such as the 2018 mass shooting at a Pittsburgh synagogue as well as an attack on a Jewish house of worship in Poway, Calif. the following year, according to the Post report.
“We have so many young people organizing and supporting terrorist groups,” Kraft said in December.
By using the platform of the Super Bowl, Kraft aims to reach a vast audience, encouraging people to stand up against Jewish hate and all forms of discrimination. The ad’s emotive content is poised to make a significant impact in fostering unity and inspiring collective action against hatred.
