Would love to see that job posting.
We’re a little over a week away from Super Bowl LX in Santa Clara, California, and the NFL’s new staff member for the big game is drawing quite a bit of criticism – and downright mockery – on social media.
The game kicks off on Sunday, February 8 between the Seattle Seahawks and the New England Patriots at Levi’s Stadium, home of the San Francisco 49ers. And with a full week of festivities planned for the week leading up to the game, the NFL announced today the appointment of one YouTube creator as the league’s “Chief Kindness Officer” and “Creator of the Week.”
That prestigious role goes to Dhar Mann, a YouTuber with nearly 27 million subscribers who’s known for his scripted content. (Gotta be honest, I’ve never heard of this guy until…well, pretty much right now).
According to an interview with The Hollywood Reporter, Mann and other creators will be creating content for both their own channels and the official NFL social media channels throughout the week. In his role as Chief Kindness Officer, which is a totally real and not at all made up title, Mann will be responsible for leading “a series of digital, social, and on-the-ground activations designed to activate kindness and sportsmanship across fans and players throughout Super Bowl events.”
One of his initiatives will be a “Be Kind To Your Rival” campaign, for which the NFL will donate $1 to St. Jude’s Children’s Hospital for every post using their hashtag that says something nice about a rival team or fanbase…up to $100,000. (I’m going to go out on a limb and guess that Mann and all these creators are probably going to be making more than $100,000 off of this week, whether they’re being paid by the NFL or not).
Speaking on the “position,” Mann said his goal is to use fans’ passion for the Super Bowl to spread kindness and sportsmanship:
“I’m honored to be appointed by the NFL as its Chief Kindness Officer. 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.”
Over on social media though, the reaction to the newly-created position has been…well, about what you’d expect:
Good lord what has happened to the NFL?
— Catholic HODL ✝️🇺🇸🇻🇦⚡️ (@PaxAeterna) January 30, 2026
NFLs got too much money
— Kirk.Lazarus (@nfldefense) January 29, 2026
Lmao not even one of the parody accounts could come up with some bullshit like this 😭😭😭
— FinnDaFish (@FinnDaFish885) January 29, 2026
can I be the Chief Hatred Officer
— jess ⚡️ (@JessNoFace) January 29, 2026
If I see a ‘Be Nice to Your Rival’ ad while I’m watching my team lose by 30, I’m throwing my TV out the window. This is the most out-of-touch corporate move in the history of professional sports.
— Chief of Chaos 🔥 (@bigchiefsimzy) January 29, 2026
Brother what did I just read
— James Pettus (@PettusWX) January 29, 2026
So much for kindness… Come on Goodell, what are we even doing?
