League officials said the initiative centers on the NFL’s “Be Nice to Your Rival” campaign.
The NFL announced that YouTuber and social media personality Dhar Mann has been named the league’s first Chief Kindness Officer as part of a social media campaign ahead of Super Bowl LX. Mann, who will also serve as the NFL’s “Creator of the Week” is partnering with the league to promote sportsmanship messaging in the days leading up to the big game between the New England Patriots and the Seattle Seahawks.
Mann is known for using messaging of inclusiveness and woke ideology for his videos.
Anti-woke activist Robby Starbuck reacted to the news by posting "Not sure any business hates their fans more than the @NFL and @nflcommish Roger Goodell. People are watching for champions and gladiators, not to have a chief kindness officer. Ridiculous. 🙄"
Barstool Sports reacted to the news by asking who this guy even was.
League officials say the initiative centers on the NFL’s “Be Nice to Your Rival” campaign, which urges fans to share supportive or positive messages about rival team bases or fan bases on social media. Posts using the hashtag #KindnessWinsBig will auto-send donations by Mann of $1 per qualifying post to St. Jude Children’s Research Hospital, capped at $100,000.
The campaign is being promoted primarily through digital platforms and short-form content distributed through Mann’s channels and NFL media accounts.
Mann, whose studio makes videos focused on inclusion and diversity, told The Hollywood Reporter that the Super Bowl reaches audiences beyond football. “I’m honored to be appointed by the NFL as its Chief Kindness Officer,” Mann said. “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.”
He added that the partnership aims to promote positive behavior during competitive matchups. “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.”
Mann’s production company, Dhar Mann Studios, distributes content across YouTube, TikTok, Instagram, Facebook, and other platforms, reaching more than 160 million followers globally.
The NFL has been the target of criticism recently for promoting woke artists Bad Bunny and Green Day as featured artists for this year's Super Bowl.
In response, TPUSA launched a patriotic alternative to the Super Bowl halftime show.
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