NFL Social Responsibility Reports (2023–2025)
Recognition & Reports
Since 2023, LOVE SIGN® and Founder Alexis Kashar have been recognized in the National Football League's annual Social Responsibility Reports for work advancing accessibility, American Sign Language (ASL), and Deaf and Hard of Hearing inclusion across professional football.
The reports document a growing collaboration between the NFL, LOVE SIGN®, and members of the Deaf and Hard of Hearing community through licensed merchandise, accessibility initiatives, Super Bowl programming, and American Sign Language performances.
2023 NFL Social Responsibility Report
WORK WITH THE DEAF AND HARD OF HEARING COMMUNITIES
The NFL, in collaboration with Deaf civil rights lawyer and entrepreneur ALEXIS KASHAR, founder of LOVE SIGN™, launched the NFL ASL Collection by LOVE SIGN™, the first NFL-licensed merchandise collection featuring American Sign Language (ASL). Available on NFLshop.com, the collection includes t-shirts by Homage and hats by New Era featuring the logo and colors of all 32 clubs, and the ASL handshape sign for the phrase “I Love You,” an expression of love, unity and friendship.
To further drive the inclusiveness of the collection, the accompanying visuals for the collection incorporated Deaf and Hard of Hearing community members and allies, and was shot on a Deaf-friendly production set.
The NFL’s engagement with the Deaf and Hard of Hearing community goes beyond the merchandise collection. Since 2009, the NFL has collaborated with the National Association of the Deaf (NAD) with support from Alexis Kashar to promote the closed captioning of Super Bowl commercials to ensure full access to this cultural phenomenon. In 2010, the relationship was broadened to include bringing talented Deaf and Hard of Hearing performers to the Super Bowl to present ASL renditions of the National Anthem, America the Beautiful and other pregame songs. In 2022, for the first time, Deaf and Hard of Hearing artists performed a live ASL rendition of the Super Bowl Halftime Show, which was streamed worldwide. In addition, the 2023 NFL Kickoff game included an in-stadium ASL performance of the National Anthem.
2024 NFL Social Responsibility Report
DIVERSITY-ASL
The Super Bowl pregame entertainment and Apple Music Super Bowl Halftime Show featured American Sign Language (ASL) performances. STEPHANIE NOGUERAS performed the “Star-Spangled Banner” and “America the Beautiful,” OTIS JONES IV signed “Lift Every Voice and Sing” and MATT MAXEY delivered the ASL rendition of the Apple Music Super Bowl Halftime Show. The ASL pregame performances and the ASL Halftime show were produced in partnership with ALEXIS KASHAR of LOVE SIGN and HOWARD ROSENBLUM of Deaf Equality. In addition, this season’s NFL Kickoff game included an in-stadium ASL performance of “The National Anthem.”
Since 2009, the NFL has collaborated with leading advocates like Kashar, Rosenblum and others to promote the closed captioning of Super Bowl commercials to ensure full access to this cultural phenomenon. In 2010, the NFL began bringing talented Deaf and Hard-of-Hearing performers to the Super Bowl to present ASL renditions of “The National Anthem,” “America the Beautiful” and other pregame songs. In 2022, for the first time, Deaf and Hard-of-Hearing artists performed a live ASL rendition of the Super Bowl Halftime Show, which was streamed worldwide.
The NFL also worked in collaboration with Kashar to launch a new set of NFL ASL Collection by LOVE SIGN™ t-shirts this season. It marked the second drop of the first NFL-licensed merchandise line featuring ASL. Available on NFLshop.com, the collection includes t-shirts by HOMAGE featuring the logo and colors of all 32 clubs with each team’s name spelled out in ASL.
2025 NFL Social Responsibility Report
ONGOING ACCESSIBILITY WORK
The NFL works to ensure that fans of all abilities are able to enjoy the Super Bowl. The League has partnered with the deaf and hard of hearing community for years and continues to evolve its work. This year, Super Bowl pregame entertainment featured powerful American Sign Language (ASL) performances. Renowned Deaf music artist FRED BEAM performed the National Anthem and “Lift Every Voice and Sing” and Deaf music performer JULIAN ORTIZ delivered “America the Beautiful.”
In a historic first, the signed rendition of the Apple Music Halftime Show featured a multilingual signing program incorporating Puerto Rican Sign Language, led by Deaf Puerto Rican performer CELIMAR RIVERA COSME.
ASL performers were introduced on air during broadcast, and deaf or hard of hearing fans could watch the Super Bowl LX Pregame Ceremony and the Apple Music Super Bowl LX Halftime Show via a dedicated stream featuring ASL and LSPR performances accessible across NBC and NFL platforms. All signed performances are collaborations with ALEXIS KASHAR of LOVE SIGN and HOWARD ROSENBLUM of Deaf Equality.
Why This Recognition Matters
Across three consecutive NFL Social Responsibility Reports, the League has highlighted the impact of American Sign Language accessibility, Deaf representation, and sign language-led creative initiatives at the highest levels of professional sports.
The recognition reflects the continued growth of accessibility as an audience experience, as well as the contributions of Deaf performers, creators, advocates, and collaborators who have helped expand visibility and inclusion across NFL programming and events.
LOVE SIGN™ remains committed to building experiences where accessibility, culture, and storytelling are integrated from the beginning, not added afterward.
For media inquiries, partnership opportunities, or speaking engagements, please contact: JamiLee Hoglind, Head of Brand & Creative Strategy, LOVE SIGN™ at jamileehoglind@lovesignproduction.com.