Super Bowl LX is almost here, and the NFL is making fandom a whole lot kinder. In an exclusive shared with The Hollywood Reporter, NFL executives announced that YouTube sensation Dhar Mann, 41, has been named the league’s first-ever Chief Kindness Officer. Mann also serves as the league's "Creator of the Week" leading up to the big game.
Named the No. 2 YouTube creator by Forbes, Dhar Mann takes on the role to promote sportsmanship, empathy, and positivity both on and off the field. The NFL has partnered with Mann to promote messages of respect and kindness through storytelling. Mann will collaborate with the league to create original content encouraging fans to lead with compassion, even amid the heated competition between the New England Patriots and the Seattle Seahawks.
“I’m honored to be appointed by the NFL as its Chief Kindness Officer,” Mann told The Hollywood Reporter. “I tell hopeful stories, and the Super Bowl has always been about more than football. It’s one of the rare moments when millions of people are all watching, reacting, and feeling something together. I’ve seen firsthand how powerful that shared connection can be. This week is about channeling the passion the NFL is built on into moments of kindness, empathy, and sportsmanship, both on and off the field.”
As part of the lead-up to Super Bowl LX, Dhar Mann has been tapped to partner with the NFL to help deliver the league’s “Be Nice to Your Rival” campaign. The campaign is a social initiative that invites fans to get in the game by showing kindness toward a rival. Whether it’s an opposing fan base, a player, or even a rivalry beyond the game itself, fans can participate by performing a real-world act of generosity or sharing a positive message about their rival and posting it on social media.
How the “Be Kind to Your Rival” Campaign Works
@dhar.mannHer reaction at the end ❤️ Watch the NFL on @Netflix on Christmas Day! #NetflixPartner
♬ original sound - Dhar MannFor every qualifying post using the hashtag #KindnessWinsBig, Dhar Mann will donate $1 to the NFL’s charitable partner, St. Jude Children’s Research Hospital, up to a total of $100,000.
@dhar.mann
LOST the NFL… then he FOUND his PURPOSE ? Life in 60 Seconds w/ @Tim Tebow *some visuals are AI generated
♬ original sound - Dhar MannFans can check out Dhar Mann’s Super Bowl–related content across his official platforms, including his YouTube channel and social media accounts. Mann’s content will also be available through NFL digital channels, serving as a complement to Super Bowl coverage. Through short-form storytelling, he reinforces the league’s message of kindness and sportsmanship.
One of the most influential YouTube creators, Dhar Mann, through Dhar Mann Studios, reaches more than 130 million followers globally across YouTube, TikTok, Instagram, Facebook, and other social media platforms.
When and Where to Watch Super Bowl LX
Super Bowl LX will be played on Sunday, February 7, 2026, when the New England Patriots take on the Seattle Seahawks at Levi Stadium in San Mateo, California. The game airs on NBC and streams on Peacock and NFL+ (mobile only), with kickoff scheduled for just after 6:30 p.m. ET.
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