NFL Appoints First “Chief Kindness Officer”
The National Football League (NFL) has named YouTube creator Dahl Mann as its inaugural “Chief Kindness Officer.” This role aims to foster sportsmanship, empathy, and positivity among its fans online.
In addition, Mann received the “Creator of the Week” award ahead of the upcoming Super Bowl. He will be sharing videos on his own and the NFL’s YouTube platforms, leading various digital, social, and on-field activities designed to promote kindness and sportsmanship during the big game.
His initial video, titled “Be Kind to Your Rival,” encourages fans to speak positively about their competitors. For each qualifying response using the hashtag #KindnessWinsBig, Mann will donate $1 to St. Jude Children’s Research Hospital, with a maximum contribution of $100,000. The NFL has partnered with St. Jude’s since 2012.
Mann expressed his appreciation for the new position, mentioning, “I am honored to be named the NFL’s Chief Kindness Officer.” He noted that the Super Bowl transcends football, highlighting its unique ability to unite millions in shared experiences. “This week is about channeling the passion the NFL has built into moments of kindness, empathy, and sportsmanship on and off the field,” he added.
Ian Trombetta, NFL Senior Vice President of Global Influencer and Content Marketing, explained that creators have been integral to the league’s engagement strategy and emphasized excitement about involving popular artists in Super Bowl 60. The NFL is collaborating with platforms like YouTube and Snapchat to feature more than 160 creators, allowing them to create and share original NFL content with younger audiences worldwide.
Mann is just one part of the NFL’s new positivity initiative, which also includes participants such as Robert Irwin, Max Klimenko, Nicky Campbell, and gourmet chef Kuso.
NFL Commissioner Roger Goodell commended the YouTube and social media creators for their high production value, acknowledging their appeal to both existing and new fans.
YouTube CEO Neil Mohan remarked on the younger fans’ desire to engage with live games and view highlights and commentary through their favorite creators, indicating a shift in how audiences connect with sports.
