More than 800 guests gathered at New York’s Waldorf Astoria on October 21, 2026, for an evening that combined celebrity appearances, philanthropy and a campaign against antisemitism and discrimination.

The inaugural benefit gala of the Blue Square Alliance Against Hate, founded by New England Patriots owner Robert Kraft, raised more than $32 million, according to the organisation’s official announcement published on October 23. The fundraising total marked the largest amount the organisation had raised in a single night. Former Patriots quarterback Tom Brady, musician Jon Bon Jovi and prominent business and community leaders attended the event, which also honoured Bank of America chairman and CEO Brian Moynihan for his support of the organisation’s mission.

How Robert Kraft’s anti-hate initiative began

Kraft founded the organisation in 2019 as the Foundation to Combat Antisemitism. It was established to encourage Americans to confront antisemitism and support Jewish communities, using public awareness campaigns and partnerships to reach people who might not otherwise engage with the issue. In 2025, the organisation adopted the name Blue Square Alliance Against Hate, reflecting an expanded effort to build a broader coalition against antisemitism and other forms of hate.

The blue square became its central symbol of solidarity, allowing people from different backgrounds to visibly express their support for the cause.The organisation says its approach combines mass-media campaigns, social content, partnerships, coalition-building and data analysis. Its goal is to encourage people to move beyond passive agreement and actively challenge prejudice when they encounter it.

Gala brings together sports, entertainment and business leaders

The sold-out event featured a guest list spanning professional sports, music, business, religion and public life.

Brady joined Kraft and Cardinal Timothy Dolan, the archbishop emeritus of New York, on stage, while Bon Jovi was among the notable attendees. Disturbed frontman David Draiman, CNN journalists Wolf Blitzer and Bianna Golodryga, New York City Police Commissioner Jessica Tisch and New York City Council Speaker Julie Menin were also present.CNN commentator Van Jones opened the programme, while former US secretary of state Condoleezza Rice delivered a video message about her experiences confronting racism and hate.

The evening recognised Moynihan for his support of the organisation’s work. He also serves as chair of its first advisory board, which brings together leaders from business, media, diplomacy and law.The blue square symbol was a recurring feature throughout the gathering, appearing on guests’ clothing as a visible expression of solidarity. The event aimed to demonstrate how influential people and institutions could use their platforms to encourage a wider public response to hate.

Why the $32 million fundraising total matters

The more than $32 million raised at the gala represents a major fundraising milestone for the organisation. According to its official announcement, the proceeds will support the continued expansion of its programmes, including its Command Center technology and analytics, national media and advertising campaigns, and initiatives such as Stand Up Sunday and the Unity Dinner series.The organisation’s Command Center supports its research and data-driven work, while its media campaigns seek to reach audiences through familiar cultural platforms.

Its strategy reflects the belief that awareness alone may not be enough to change behaviour, and that accessible messages can help encourage people to intervene when they encounter antisemitism or other forms of prejudice.The gala also followed the organisation’s Stand Up Sunday initiative, conducted in partnership with the Appeal of Conscience Foundation. The initiative brought together more than two million Americans from different faith communities in a nationwide expression of solidarity against antisemitism and religious hate, according to the alliance.

Super Bowl advertisements help spread its message

One of the organisation’s most visible strategies has been using major sporting events and popular culture to bring the fight against antisemitism to a broader audience. Its Super Bowl advertisements have helped introduce the blue square campaign to millions of viewers beyond traditional community networks.A 2024 advertisement featured a former speechwriter for Martin Luther King Jr. encouraging viewers to stand up to antisemitism.

In 2025, a commercial featuring Brady and rapper Snoop Dogg broadened the message to opposition to hate of all kinds. A subsequent campaign, titled “Sticky Note”, depicted a Jewish student facing bullying and a Black classmate covering an antisemitic slur on his backpack with a blue square.The campaigns reflect Kraft’s stated belief that confronting antisemitism can also help build resistance to other forms of prejudice.

The alliance has sought to turn the blue square into a recognisable symbol that people can wear, share and use to demonstrate support.

A broader coalition against hate

The gala’s fundraising achievement comes amid continuing concerns about antisemitism in the United States. The Anti-Defamation League recorded 9,354 antisemitic incidents nationwide in 2024, its highest annual total since it began tracking such incidents 46 years ago. For the Blue Square Alliance, the challenge is to turn public attention and financial support into sustained engagement.

Its work extends from awareness campaigns to educational initiatives and partnerships designed to encourage people from different backgrounds to stand against discrimination.The October 21 gathering brought together prominent figures from several sectors around that objective. With more than $32 million raised in one night, the organisation now has additional resources to expand its campaigns and partnerships. The longer-term measure of success will be whether that investment helps more people recognise prejudice, challenge antisemitism and take action against hate in their communities.