The NFL is bringing a new kind of energy to Super Bowl week, and it’s not coming from the field. In a first-of-its-kind move, the league has named Dhar Mann as its inaugural “Chief Kindness Officer” ahead of next week’s Super Bowl showdown between the Seahawks and the Patriots in Santa Clara.
Yes, the same Dhar Mann who’s built a massive online following with his viral, motivational videos - and who, earlier in life, faced some serious legal setbacks. The NFL’s goal with this appointment?
To promote kindness and sportsmanship among fans and players during one of the most high-stakes weeks in sports. And Mann, now a high-profile content creator and entrepreneur, is taking that mission to heart.
“I’m honored,” Mann said of the role, which the league describes as a way to “activate kindness” across the Super Bowl experience. The NFL praised Mann as “one of the most influential storytellers in the world,” pointing to his personal journey as a core reason for his selection. The league emphasized that his commitment to spreading positivity stems from real-life adversity - something Mann himself doesn’t shy away from.
Before becoming a YouTube powerhouse, Mann made headlines for very different reasons. In 2014, he pleaded no contest to multiple felony charges after being accused of misusing city grant funds meant for building improvements in Oakland.
He was sentenced to five years probation and ordered to repay over $44,000. Mann eventually paid the restitution and was released early from probation.
At the time, he was juggling several business ventures, including a real estate company, a luxury car rental service, and most notably, weGrow - a hydroponics supply chain dubbed the “Walmart of Weed.” His work in the cannabis industry even earned him the nickname “ganjapreneur.”
But that chapter of his life ended in controversy, including a messy legal battle with a former business partner, Derek Peterson. The two traded lawsuits and public accusations before ultimately settling.
Fast forward to today, and Mann has rebranded himself entirely. He now runs Dhar Mann Studios, a video production company focused on short, scripted stories that aim to teach life lessons.
The studio’s content - often centered around themes like kindness, empathy, and perseverance - has struck a chord with a massive online audience. With over 26 million YouTube subscribers and more than 100 billion views across platforms, Mann has built a digital empire rooted in feel-good storytelling.
Forbes recently ranked him No. 2 on its 2025 list of top content creators, estimating his earnings at $56 million. The magazine also noted that Mann has built a full-fledged Hollywood-style studio, employing hundreds to keep up with the demand for new content.
But the road hasn’t been entirely smooth. In 2023, Dhar Mann Studios faced protests from a group of actors who alleged unfair treatment and underpayment.
Mann responded publicly, stating that the protestors represented a small fraction of the talent his studio works with and that their claims were misleading. He denied accusations that he refused to meet with actors or failed to pay them, while also acknowledging that there’s always room for improvement.
“My mission on why I started this channel has always been to spread positivity,” Mann said at the time. “Although this has been a challenging time, I’m never going to stop working hard toward that goal.”
Now, with the NFL tapping him to help shape the tone of Super Bowl week, Mann’s message of kindness is getting a new platform - one that reaches beyond social media and into the heart of the sports world. It’s a bold move by the league, and one that signals a broader effort to elevate not just the game, but the spirit around it.