In a move that has sent shockwaves through the sports world and sparked a firestorm of debate on social media, the NFL has officially appointed viral content creator and storyteller Dhar Mann as its first-ever “Chief Kindness Officer” (CKO) for Super Bowl 2026. While the league intended the announcement to be a milestone in its commitment to positive cultural impact, the decision has instead ignited a fierce conversation about corporate vetting, the influence of social media followers, and the true meaning of leadership in professional sports.
The appointment was a central topic on the latest episode of The Coach JB Show with Big Smitty, where former coach Jason “JB” Brown and former NFL quarterback Shaun King reacted with a mixture of disbelief and skepticism. “I thought it was a joke,” JB admitted, expressing a sentiment shared by many fans who were blindsided by the creation of a C-suite position dedicated to “kindness.” The hosts quickly pivoted from the title itself to the background of the man holding it, unearthing a complex and controversial history that stands in stark contrast to the wholesome image the NFL is attempting to project.
Dhar Mann, who boasts a staggering social media presence with 26 million YouTube subscribers and millions more across TikTok and Instagram, is best known for his moral-driven short films that often conclude with the tagline, “You see, what happens next will shock you.” However, as King and JB pointed out, Mann’s own life story contains twists that are just as dramatic. In 2012, Mann faced 13 felony counts of fraud related to allegations of defrauding the city of Oakland. While he ultimately pleaded no contest to five felony counts and was sentenced to probation and restitution, the revelation of a criminal record for a “Chief Kindness Officer” has raised serious questions about the NFL’s background check process.
“Fuck a background check. He got a lot of followers,” Shaun King remarked during the podcast, suggesting that in 2026, the NFL’s hiring priorities have shifted toward digital reach and consumer engagement rather than traditional qualifications. The consensus among the show’s hosts was that the league’s move was a calculated play to capture the massive audience Mann commands—an audience that consumes content at a rate traditional sports media often struggles to match. “They give him a position for this event because his followers are going to consume the product,” King added, highlighting the “clout-first” mentality that many believe is infiltrating corporate America.
The debate also touched on the sheer absurdity of the “Chief Kindness Officer” title in the context of the NFL—a league built on physical dominance, intense competition, and a “gridiron” mentality. Shaun King, who served on the NFL Players Association (NFLPA) during his playing days, noted that such a topic was never even “breached” during his tenure. The introduction of a CKO, alongside a Super Bowl halftime performance by Bad Bunny, has left many veteran observers feeling like the league is losing its identity in favor of “gentrified” entertainment.
Beyond the controversy of Mann’s past, the discussion on The Coach JB Show reflected a broader cultural anxiety about the “influencer-ification” of major institutions. JB questioned the target audience for such a role, asking, “Who are we being kind to?” The hosts argued that while kindness is a virtue, formalizing it into a corporate role—especially one filled by an individual with a history of fraud—feels like a performative gesture that ignores the gritty reality of the sport and its fans.
As the NFL gears up for the 2026 Super Bowl in Los Angeles, the presence of Dhar Mann in the front office will likely remain a polarizing topic. Will his message of “kindness” resonate with a new generation of fans, or will the weight of his past overshadow the league’s attempt at a positive PR campaign? For now, the “Chief Kindness Officer” stands as a symbol of the strange, often contradictory intersection of viral fame and professional sports. One thing is certain: in the world of the NFL, what happens next truly will shock you.
