NFL Appoints Dahl Mann as Chief Kindness Officer for Super Bowl 2026
The NFL has chosen the popular creator Dahl Mann to be its “Chief Kindness Officer” and “Creator of the Week” for the upcoming 2026 Super Bowl.
This was reported initially by a well-known entertainment news outlet, following Fox Entertainment’s recent announcement of a multi-year agreement with Dahl Mann Studios. This studio, one of the largest creator-focused companies based in Los Angeles, will produce original scripted vertical video shows.
Mann, famous for his uplifting and kind-themed content, has amassed billions of views across platforms. He boasts 26 million subscribers on YouTube, along with 16 million followers on TikTok and 4 million on Instagram.
In a humorous TikTok, Mann celebrated his new NFL role, portraying a Super Bowl segment that emphasized kindness. “Instead of a halftime show, we’re going to do a hugtime show,” he joked after receiving his “Chief Kindness Officer” badge.
He suggested that rather than throwing a penalty flag, they could present it in a more beautiful way.
According to Forbes, the entrepreneur, now 41, enjoys a ten-figure annual income from Google AdSense, with his studio engaged in numerous brand partnerships, including ones with Meta and Universal. In 2025, he earned recognition as the second-best creator by Forbes and was featured in Time magazine’s list of top creators.
However, Mann has had legal troubles as well. In 2011, he reportedly pled no contest to multiple felony charges related to fraud, with accusations of embezzling over $44,000 in redevelopment grants from the city of Oakland. The number of charges was, according to reports, reduced from 13 to five felonies.
Although he was fined $37,500, he did not serve jail time. Mann claimed in a 2021 interview that this conviction was later vacated.
Mann has been candid about his past struggles, once sharing how close he was to bankruptcy and eviction at age 30.
He and his wife, Laura Avila, have two daughters. For the 2026 Super Bowl, he is launching the “Be Kind to Your Rival” social campaign, aiming to inspire fans to share positive messages about the opposing team and its supporters.
For every qualifying post under the hashtag #KindnessWinsBig, Mann will donate $1, up to $100,000, to St. Jude Children’s Research Hospital, which has partnered with the NFL since 2012.
The NFL is emphasizing the role of creators for the upcoming game featuring the Seattle Seahawks and New England Patriots in Santa Clara, California, with over 160 creators set to capture content throughout Super Bowl week.
