This weekend, a photo of Clemson head coach Dabo Swinney wearing a “Football Matters” t-shirt made the rounds on Twitter. The original tweet was deleted, but screenshots prevent some things from ever being fully removed from the internet.

With the Black Lives Matter movement front and center in the national news cycle, and many athletes, coaches and leagues issuing public endorsements of the movement, some found Swinney’s timing of wearing the shirt to be tone-deaf.

The phrase is both something of a motto for Swinney and the name of a National Football Foundation initiative promoting the positives of the game. While Trevor Lawrence came to Swinney’s defense stating the coach was not mocking Black Lives Matter, the NFF has decided to change the name of its initiative. now opens with a pop-up showing a statement that does not mention Swinney but simply discusses its own initiative:

In no way was it the intention of the National Football Foundation to imply that football is more important than a black life or any life. We fully support the peaceful protests and the mission of these protests to end racism, social injustice and social inequality. Therefore, we will change the name of the Football Matters campaign. This work is underway, and we will have a new campaign name for the 2020-21 season and beyond.

The site’s FAQ says the following of “What is Football Matters?”

Football Matters, an initiative of the National Football Foundation, is where you can get information and resources about participating in the game of football. In addition, you will find news about the game and at all levels.

In 2017, Swinney touched on “Football Matters” in his “Clemson Day” appearance at the South Carolina State House:

“Football matters,” Swinney said. “It matters. I tell people all the time when I go speak. Football matters. It’s one of the last great positive influences in young people’s lives. They don’t get it in their music, their social media. They don’t get it in a lot of other areas, but in the game of football, it’s still hard work.”