The Super Bowl is a heck of a lot more than the Super Bowl. The NFL has taken over much of downtown Phoenix, including the entire convention center.

In the basement of the convention center is Radio Row and the NFL Experience, where fans can do everything from check out the making of a football, throw passes, meet players…and take a stand against bullying.

Right at the entrance to the NFL Experience is a large “End Bullying Zone” hosted by the NFL, USA Network and Cox where fans can have their pictures taken with anti-bullying messages. Top players like Seattle Seahawks defensive back Richard Sherman, Houston Texans defensive end J.J. Watt and former Pittsburgh Steelers receiver Hines Ward are featured with the message to “end bullying.”

It's powerful to see a social message amidst all of the fun and excitement of the Super Bowl.