The NFL will host more than 160 creators during Super Bowl LX week in the Bay Area, partnering with YouTube and Snapchat to distribute original content to younger audiences globally. The league named Dhar Mann, who has 163 million followers across platforms, as both Creator of the Week and Chief Kindness Officer for the event.
“Creators have been a core part of our fan engagement strategy for many seasons, so we’re excited to bring some of the most popular names to Super Bowl LX,” said Ian Trombetta, NFL SVP of Global Influencer and Content Marketing, in a statement. “As we work with partners like YouTube and Snapchat to bring over 160 creators to the Bay, we have the unique opportunity to give creators the key to one of the biggest cultural events in the world, empowering them to create and distribute original NFL content to young audiences all over the world.”
In his expanded role as Chief Kindness Officer, Mann will lead digital, social, and on-the-ground activations focused on kindness and sportsmanship throughout Super Bowl events, including NFL Honors and the Super Bowl LX Flag Football Game on YouTube.
The initiative launches with “Be Kind to Your Rival,” a social campaign that invites fans to show kindness toward rival fanbases, players, or other rivalries. For each qualifying post using #KindnessWinsBig, Mann will donate $1 to St. Jude Children’s Research Hospital, up to $100,000. The NFL has partnered with St. Jude since 2012.
“I’m honored to be appointed by the NFL as its Chief Kindness Officer,” Mann stated. “I tell hopeful stories, and the Super Bowl has always been about more than football. It’s one of the rare moments when millions of people are all watching, reacting, and feeling something together. I’ve seen firsthand how powerful that shared connection can be.”
Forbes ranked Mann as the #2 Top Creator of 2025, and TIME100 included him on its inaugural Creator list. Dhar Mann Studios reports 296 million views weekly, with three out of four viewers reporting they are inspired to take action after watching his content.
Creator of the Week Program Expands Internationally
The NFL and YouTube completed the third season of their Creator of the Week program, which hosts YouTube creators at games and events through club collaboration. This season featured the most international creators in the program’s history, coinciding with the highest number of international NFL games on record.
Creators who participated this season included Adam W, Morgan Riddle, The Golden Balance, Cheff Otto, and Kevin Langue, with a combined YouTube subscriber base of over 86 million.
YouTube Flag Football Game Returns
The Super Bowl LX Flag Football Game will stream on the NFL’s YouTube channel on Feb. 7 at 10 p.m. ET. Global artist J Balvin and YouTube creator Druski will serve as team captains, with legendary quarterbacks Cam Newton and Michael Vick leading opposing sides. Deion “Coach Prime” Sanders will coach alongside a roster that includes Benson Boone, flag football stars Diana Flores and Ashlea Klam, Deestroying, Jay Cinco, Jesser, Kane Brown, Marlon Garcia, Pierson Wodzynski, and Ross Smith.
“I’m hyped for the NFL flag football game during Super Bowl weekend,” Druski said. “I won MVP of my middle school church flag league for the most pass breakups in a single game, so I expect to bring a similar amount of intensity to the field on February 7th.”
According to the announcement, last year’s flag football game at Super Bowl LIX delivered six million live views on the NFL’s YouTube channel. The game will stream from Super Bowl Experience at the Moscone Center in San Francisco, with tickets starting at $40 for adults and free admission for children 12 and under.
Additional Creator Activations
Max Klymenko will create content for his channel “The Career Ladder” during Super Bowl week. Robert Irwin will post gameday content in partnership with NFL Australia to promote the league’s first Melbourne game next season. Nicky Campbell will provide style commentary as a correspondent on the NFL Honors red carpet, and Chef Cuso will appear in the first episode of “NFL Seasoned,” a series pairing food creators with NFL players.
The NFL x Snapchat Creator Program will bring Snap Stars, including Suni Lee, Sidetalk NYC, Kayla Nicole Jones, and The Ocky Way to Super Bowl LX. The creators will share content through Stories and Spotlight. Snapchat will launch AR Lenses created in partnership with the NFL for the event.
The NFL will host more than 160 creators during Super Bowl LX week in the Bay Area, partnering with YouTube and Snapchat to distribute original content to younger audiences globally. The league named Dhar Mann, who has 163 million followers across platforms, as both Creator of the Week and Chief Kindness Officer for the event.
“Creators have been a core part of our fan engagement strategy for many seasons, so we’re excited to bring some of the most popular names to Super Bowl LX,” said Ian Trombetta, NFL SVP of Global Influencer and Content Marketing, in a statement. “As we work with partners like YouTube and Snapchat to bring over 160 creators to the Bay, we have the unique opportunity to give creators the key to one of the biggest cultural events in the world, empowering them to create and distribute original NFL content to young audiences all over the world.”
In his expanded role as Chief Kindness Officer, Mann will lead digital, social, and on-the-ground activations focused on kindness and sportsmanship throughout Super Bowl events, including NFL Honors and the Super Bowl LX Flag Football Game on YouTube.
The initiative launches with “Be Kind to Your Rival,” a social campaign that invites fans to show kindness toward rival fanbases, players, or other rivalries. For each qualifying post using #KindnessWinsBig, Mann will donate $1 to St. Jude Children’s Research Hospital, up to $100,000. The NFL has partnered with St. Jude since 2012.
“I’m honored to be appointed by the NFL as its Chief Kindness Officer,” Mann stated. “I tell hopeful stories, and the Super Bowl has always been about more than football. It’s one of the rare moments when millions of people are all watching, reacting, and feeling something together. I’ve seen firsthand how powerful that shared connection can be.”
Forbes ranked Mann as the #2 Top Creator of 2025, and TIME100 included him on its inaugural Creator list. Dhar Mann Studios reports 296 million views weekly, with three out of four viewers reporting they are inspired to take action after watching his content.
Creator of the Week Program Expands Internationally
The NFL and YouTube completed the third season of their Creator of the Week program, which hosts YouTube creators at games and events through club collaboration. This season featured the most international creators in the program’s history, coinciding with the highest number of international NFL games on record.
Creators who participated this season included Adam W, Morgan Riddle, The Golden Balance, Cheff Otto, and Kevin Langue, with a combined YouTube subscriber base of over 86 million.
YouTube Flag Football Game Returns
The Super Bowl LX Flag Football Game will stream on the NFL’s YouTube channel on Feb. 7 at 10 p.m. ET. Global artist J Balvin and YouTube creator Druski will serve as team captains, with legendary quarterbacks Cam Newton and Michael Vick leading opposing sides. Deion “Coach Prime” Sanders will coach alongside a roster that includes Benson Boone, flag football stars Diana Flores and Ashlea Klam, Deestroying, Jay Cinco, Jesser, Kane Brown, Marlon Garcia, Pierson Wodzynski, and Ross Smith.
“I’m hyped for the NFL flag football game during Super Bowl weekend,” Druski said. “I won MVP of my middle school church flag league for the most pass breakups in a single game, so I expect to bring a similar amount of intensity to the field on February 7th.”
According to the announcement, last year’s flag football game at Super Bowl LIX delivered six million live views on the NFL’s YouTube channel. The game will stream from Super Bowl Experience at the Moscone Center in San Francisco, with tickets starting at $40 for adults and free admission for children 12 and under.
Additional Creator Activations
Max Klymenko will create content for his channel “The Career Ladder” during Super Bowl week. Robert Irwin will post gameday content in partnership with NFL Australia to promote the league’s first Melbourne game next season. Nicky Campbell will provide style commentary as a correspondent on the NFL Honors red carpet, and Chef Cuso will appear in the first episode of “NFL Seasoned,” a series pairing food creators with NFL players.
The NFL x Snapchat Creator Program will bring Snap Stars, including Suni Lee, Sidetalk NYC, Kayla Nicole Jones, and The Ocky Way to Super Bowl LX. The creators will share content through Stories and Spotlight. Snapchat will launch AR Lenses created in partnership with the NFL for the event.