Patriots Owner Robert Kraft Makes Surprise $25 Million Donation—Here’s Why Everyone’s Talking

New England Patriots owner Robert Kraft is expanding his off-field legacy with two headline-grabbing moves in the same month: a high-visibility anti-hate advertising blitz under his newly rebranded Blue Square Alliance Against Hate, and a landmark decision to sell a minority stake in the six-time Super Bowl champions. Blue Square Alliance debuts emotional prime-time ad Kraft’s nonprofit, formerly the Foundation to Combat Antisemitism, has adopted the Blue Square Alliance name to make its signature blue-square icon the universal symbol of solidarity against antisemitism and all hate. The group’s first campaign in its new identity, “When There Are No Words,” will air during NBC’s “Sunday Night Football,” traditionally one of television’s most-watched programs. The 30-second spot asks viewers to imagine everyday acts of anti-Jewish violence and ends with a call to share the blue square, backed by a $10 million media budget designed to reach millions of football fans across broadcast, digital and outdoor platforms. Adam Katz, the alliance’s new president, said the goal is to move the 47 percent of Americans who feel “apathetic” about antisemitism from silence to visible allyship. Minority stake sale values Patriots above $9 billion Away from the nonprofit arena, Kraft is poised to relinquish 8 percent of the Patriots—his first sale since purchasing the team for $172 million in 1994. Under the NFL’s 2024 private-equity policy, global investment firm Sixth Street will reportedly buy three percent, while Greek-American billionaire Dean Metropoulos will acquire five percent, subject to approval at the league’s Oct. 21-22 owners’ meeting. The deal pegs New England’s valuation north of $9 billion, cementing the franchise as one of the world’s most valuable sports properties. Kraft, 84, retains controlling interest and has publicly stated he has “no intention of relinquishing control of the team.” Why the timing matters • NFL spotlight: The Sunday night ad will run during a Chiefs-Lions matchup drawing extra attention thanks to pop-culture magnet Taylor Swift, amplifying Kraft’s message far beyond typical philanthropic channels. • League economics: Allowing private-equity money into ownership pools creates liquidity without surrendering control—something other long-tenured owners will watch closely as valuations soar. • Brand synergy: By synchronizing a social-impact campaign with prime NFL real estate, Kraft blends his sports brand, business acumen and philanthropy, reinforcing the Patriots owner as both civic leader and savvy marketer. What’s next If league owners sign off, cash from the minority sale could flow into stadium upgrades, media ventures or additional funding for Blue Square initiatives. Meanwhile, the alliance plans follow-up ads, influencer collaborations and a grassroots push encouraging supporters to display the blue square on social media during Hanukkah and the NFL postseason, aiming to convert fleeting awareness into sustained activism. Bottom line Robert Kraft’s latest moves show how the billionaire businessman is leveraging the NFL’s massive reach to combat antisemitism while simultaneously modernizing the Patriots’ ownership structure—an uncommon one-two punch that keeps him at the center of both sports finance and social-justice conversations.