The One Love campaign started in the Netherlands 3 years ago in response to a racist chant at a game. It was meant as a show of support to the team mate targeted but also to support all marginalized people.

I suppose you could argue its somehow going against black lives matter but I think that's a bit insane. You really need to look at the origins of all lives matter vs one love

Found an article if interested in reading.

https://news.bharattimes.co.in/explained-fifa-world-cup-2022-the-story-behind-the-onelove-armband-and-qatars-anti-homosexuality-laws/