God demonstrates His own love for us in this: While we were still sinners, Christ died for us. Romans 5:8.
God is Love. But, how do we say that God is Love when He is going to throw the people whom He had made in His image into hell fire? We say that because He had already prepared a way for all to escape the eternal suffering. Is God "Love" to sinners and the wicked too? Yes! God had demonstrated His love to all, irrespective of the morality of their life, on the cross by giving His Son Jesus Christ as a sacrifice.