The NFL has named mega-popular creator Dhar Mann as the league’s “Chief Kindness Officer,” as well as “Creator of the Week” leading up to Super Bowl 2026.
The news, which was first reported by The Hollywood Reporter, comes after Fox Entertainment announced a multi-year deal with Dhar Mann Studios, one of the largest creator-led studios in Los Angeles and founded by Mann, for a series of original scripted vertical-video shows Monday.
Mann — who’s known for his scripted wholesome and kind-hearted content that’s garnered billions of views — has 26 million YouTube subscribers, 16 million TikTok followers and 4 million Instagram followers.
Mann posted a promotional TikTok for his new role with the NFL, spoofing Super Bowl moments and turning them into acts of kindness.
“Instead of a halftime show, we’re gonna do a hug time show,” Mann says in the video after receiving his “Chief Kindness Officer” badge at the NFL headquarters.
“How about instead of throwing these [penalty] flags, we just present them nicely.”
The 41-year-old entrepreneur annually earns ten figures from Google AdSense, and his studio has extensive brand partnerships, including Meta and Universal, according to Forbes.
In 2025, Mann was ranked the No. 2 top creator by Forbes and made the Time 100 top creators list.
He also has faced legal issues.
In 2011, Mann pled “no contest” to five felony counts of defrauding the city of Oakland, which accused him of fraudulently pocketing more than $44,000 he’d received from city redevelopment grants, according to The New York Times.
Prosecutors reportedly reduced the charges from 13 to five felony counts.
He was fined $37,500 and faced no jail time.
Mann told The New York Times in 2021 that the conviction was later expunged.
Mann is open about his past hard times and hitting “rock bottom” at the age of 30 — broke and two weeks from eviction.
He and his wife Laura Avila have two daughters together.
Mann’s first initiative at Super Bowl 2026 will be a “Be Kind to Your Rival” social campaign, encouraging fans to say nice things about opposing teams and fanbases.
For every qualifying post using #KindnessWinsBig, Mann will donate $1 to St. Jude Children’s Research Hospital (up to $100,000), a charitable partner of the NFL since 2012.
The NFL is putting an emphasis on creators at the big game — between the Seattle Seahawks and the New England Patriots in Santa Clara, Calif. — with more than 160 creators across various social platforms set to film content during Super Bowl Week.
