NFL Slammed For Appointing ‘Chief Kindness Officer’ Ahead Of Super Bowl

The NFL is being dragged for appointing a “Chief Kindness Officer” ahead of Super Bowl LX next weekend.

The Hollywood Reporter broke the news that the league is partnering with more than 160 “creators” to promote the Super Bowl in the week leading up to the big game. This includes naming YouTuber Dhar Mann as “Chief Kindness Officer,” a nod to his feel-good content, and having him produce football-themed videos on kindness.

The outlet noted that Mann will release the content on both his channel and the NFL’s official channel. This “series of digital, social, and on-the-ground activations” is reportedly “designed to activate kindness and sportsmanship across fans and players throughout Super Bowl events.”

For example, the “Be Kind To Your Rival” social campaign encourages fans to say nice things about opposing teams and their fans. Mann will donate $1 to St. Jude Children’s Research Hospital, up to $100,000, for every qualifying post that includes the #KindnessWinsBig hashtag.

“Instead of a halftime show, we’re gonna do a hug time show,” Mann said in a TikTok video promoting the partnership with the NFL. At another point, he tells the refs, “How about instead of throwing these [penalty] flags, we just present them nicely.” The video also shows Mann encouraging football players to find nice things to say about their opponents.

The campaign has sparked widespread mockery on social media, with fans saying the move underscores how out of touch the NFL is with its audience.  

“The NFL has no idea of who their fan base is,” one X reply said. 

“Not sure any business hates their fans more than the @NFL and @nflcommish Roger Goodell,” conservative activist Robby Starbuck agreed. “People are watching for champions and gladiators, not to have a chief kindness officer. Ridiculous.”

“They have ignored the real fans in search of mythical fans that do not exist and could not care less about football in general; however, they will cry victim at the first hint that they aren’t being catered to,” another comment said.

Critics have also pointed to Mann’s past legal troubles. In 2011, he pleaded no contest to five felony counts of defrauding the city of Oakland after being accused of stealing $44,000 in redevelopment grant funds, per The New York Times. He was fined $37,500 and served no time.

Mann told the outlet in 2021 that the conviction was later expunged.