The Waldorf Astoria buzzed with more than 800 guests on October 21, 2026, as Robert Kraft’s Blue Square Alliance celebrated its first benefit gala and hauled in a record $32 million for anti‑hate work. The event drew sports icons, music stars and business leaders, including former Patriots quarterback Tom Brady and singer‑songwriter Jon Bon Jovi, while Bank of America chairman Brian Moynihan was honored for his support.
Kraft founded the organization in 2019 as the Foundation to Combat Antisemitism, pivoting to the Blue Square Alliance in 2025 to broaden its reach beyond antisemitism to all forms of hate. Its strategy blends mass‑media campaigns, social content, coalition building and data analysis, with a command center that tracks hate incidents and guides outreach.
The gala featured a lineup of high‑profile speakers: CNN commentator Van Jones kicked off the program, former Secretary of State Condoleezza Rice delivered a video message on racism, and New York City officials such as Police Commissioner Jessica Tisch and Council Speaker Julie Menin joined the host lineup. The blue square symbol—now the alliance’s flagship—was worn by attendees as a public pledge of solidarity.
The $32 million will be allocated to scaling the alliance’s technology platform, launching new national advertising campaigns and supporting community events like Stand Up Sunday and the Unity Dinner series. Kraft said the influx will accelerate the organization’s push to turn awareness into action, while Moynihan pledged continued oversight through the advisory board.
The next step: the alliance will deploy the funds to expand its Command Center’s real‑time analytics, roll out new Super Bowl‑style ads that reach millions, and launch additional partnership initiatives aimed at preventing hate across the United States.