The National Football League has appointed YouTube and social media personality Dhar Mann as its first-ever Chief Kindness Officer in a new digital campaign tied to Super Bowl LX.
According to The Post Millennial, Mann will also be featured as the NFLs Creator of the Week as the league attempts to push sportsmanship-themed content ahead of the championship matchup between the New England Patriots and the Seattle Seahawks. The move extends the NFLs recent embrace of progressive cultural messaging, aligning the league with a figure whose online brand is steeped in inclusiveness and diversity narratives that many conservative fans view as textbook woke ideology.
Mann, whose studio produces videos centered on inclusion and diversity, has built a massive following by packaging moral lessons in short, emotional clips across multiple platforms. Im honored to be appointed by the NFL as its Chief Kindness Officer, Mann said, framing the role as an opportunity to leverage the Super Bowls reach for what he calls hopeful stories.
He further argued that the event transcends the sport itself, telling The Hollywood Reporter, I tell hopeful stories, and the Super Bowl has always been about more than football. Its one of the rare moments when millions of people are all watching, reacting, and feeling something together. That framing, however, clashes with the expectations of many traditional fans who tune in for competition, not social engineering.
Anti-woke commentator Robby Starbuck captured that frustration in a blunt post on X. 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 echoed the skepticism, openly questioning Manns relevance to football culture and asking who he even was. Their reaction underscores a broader conservative concern that the league is prioritizing image-driven virtue signaling over the on-field product and the blue-collar fan base that built the sport.
League officials insist the initiative is focused on civility, built around a Be Nice to Your Rival campaign that encourages fans to post positive or supportive messages about opposing teams and fan bases. Posts tagged with #KindnessWinsBig will trigger a $1 donation from Mann to St. Jude Childrens Research Hospital, up to a maximum of $100,000.
The campaign will be driven largely through short-form digital content shared on Manns channels and NFL media outlets, leveraging his reported reach of more than 160 million followers across YouTube, TikTok, Instagram, Facebook, and other platforms. 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 said, even as many right-leaning viewers see yet another step away from merit, toughness, and unapologetic competition.
This latest partnership follows backlash over the NFLs decision to spotlight woke-aligned artists Bad Bunny and Green Day as Super Bowl performers, further signaling the leagues cultural drift to the left. In response, conservative organization TPUSA has launched a patriotic alternative to the halftime show, offering disillusioned fans a reminder that American traditions, not corporate activism, are what made the Super Bowl a unifying national event in the first place.
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