If you watch one football game all year, it will probably be Sunday’s Super Bowl. And if you happen to glance at the signs held up in the end zone, at least one will probably say “John 3:16.”

It is a reference to a Bible verse: “For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.”

That is the verse of choice for Christian spectators at sporting events, and for Christian athletes who paint “John 3:16” in grease paint on their faces  like Tim Tebow, the 2007 Heisman Trophy winner, now with the Denver Broncos.

But according to Fox Sports, which will broadcast the Super Bowl this year, the verse you can see in the stands on television is not suitable for a commercial. The network’s rejection of a 30-second spot centered on John 3:16 is just one example of an advertising culture that can be allergic to expressions of faith.