In a groundbreaking move that’s sure to stir up conversation, Dhar Mann has been appointed as the NFL’s first-ever “Chief Kindness Officer” just as the league ramps up its promotional activities for the Super Bowl. As excitement builds in the San Francisco Bay Area for this iconic event, The Hollywood Reporter reveals that the NFL is set to transform the Super Bowl into a hub for creators, bringing together over 160 influential figures from various social media platforms who will be producing content throughout Super Bowl Week.
"Creators have played a vital role in our fan engagement strategy for many seasons, so we’re thrilled to welcome some of the most recognized names to Super Bowl 60," expressed Ian Trombetta, the NFL's senior vice president of global influencer and content marketing. "By collaborating with partners like YouTube and Snapchat, we have a unique opportunity to empower these creators by giving them access to one of the largest cultural events globally, enabling them to create and share original NFL content with younger audiences everywhere."
Among these creators is Dhar Mann, who has successfully built a scripted entertainment studio through platforms like YouTube. The NFL has recognized Mann not only for his uplifting storytelling but also as their “Creator of the Week” leading up to the Super Bowl. His role as Chief Kindness Officer is particularly noteworthy given the positive messages he promotes through his work.
Mann will engage his audience by sharing content on his own channels as well as the NFL’s official YouTube channel. Additionally, he will spearhead a series of initiatives designed to promote kindness and sportsmanship among fans and players during the Super Bowl festivities.
The inaugural campaign, titled “Be Kind to Your Rival,” encourages fans to share kind remarks about opposing teams and their supporters. For every qualifying post made with the hashtag #KindnessWinsBig, Mann commits to donating $1 to St. Jude Children’s Research Hospital—an organization that has partnered with the NFL since 2012—up to a total of $100,000.
"I am truly honored to take on the role of Chief Kindness Officer for the NFL," Mann stated. "I share stories filled with hope, and the Super Bowl represents so much more than just football. It’s a rare occasion when millions of viewers come together, experiencing a collective emotional journey. I’ve witnessed how powerful it can be to connect with others in such a meaningful way. This week is dedicated to channeling the passion that fuels the NFL into acts of kindness, empathy, and sportsmanship—both on the field and beyond."
However, Mann isn't the only creator making waves during this major event; there are numerous other activations planned. Notable personalities expected to participate include Robert Irwin, winner of Dancing With the Stars, who will generate content in anticipation of the NFL's inaugural game in Australia next year, and Max Klymenko, whose Career Ladder series has gained immense popularity. Nicky Campbell will be creating engaging content on the red carpet at the NFL Honors, while Chef Cuso is set to be featured in a new social food series that the league has planned.
Additionally, the YouTube Flag Football Game is poised to be an exciting highlight, matching creators and celebrities against former NFL stars, all streamed live via the NFL’s YouTube channel. Team captains J. Balvin and Druski will lead notable participants including quarterbacks Cam Newton and Michael Vick, along with flag football athletes Diana Flores and Ashlea Klam, among others.
As creators continue to shape popular culture, sports leagues, entertainment companies, and other traditional institutions are striving to resonate with younger audiences. Engaging these groups ensures that they remain relevant and significant to emerging generations, just as they have been to Gen Xers and millennials raised on television.
Last fall, The Hollywood Reporter visited Levi’s Stadium, the venue for this year’s Super Bowl LX, where Mann, Jesser, Wodzynski, and other creators connected with NFL commissioner Roger Goodell and YouTube CEO Neal Mohan. They filmed sketches and dances on the field, and mingled with top advertisers in a luxury suite.
"They’ve been incredible partners. They’ve introduced us to a fresh audience," Goodell remarked about YouTube and the roster of creators. "Their production quality is outstanding. These creators resonate well with both our existing fans and new ones who seek to engage with the game."
Mohan added, "It’s evident that the younger fan wants to watch live games, stays interested in the athletes, but often prefers to catch highlights and commentary through their favorite YouTubers and creators during the week."
But here's where it gets controversial: Is the NFL’s embrace of social media creators and influencers a genuine effort to engage with fans, or merely a calculated strategy to maintain relevance in a rapidly changing entertainment landscape? What do you think? Are these efforts enough to capture the attention of younger audiences, or do you believe more should be done? Share your thoughts in the comments!
