By William Armstead –
NEW YORK — Jan. 29, 2026 — Creators will be highlighted during Super Bowl LX week in the Bay Area. Creators who produce engaging content for their social channels involved with the fashion, food, lifestyle, gaming, and comedy industries will bring unique and unmatched content to football fans around the world.
Ian Trombetta, NFL senior vice president of global influencer and content marketing, speaks to how creators are important for marketing. “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 60,” Trombetta said. “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.”
Creator of the Week
This year was the third season of the NFL and YouTube’s “Creator of the Week” program. “Creator of the Week” hosts other creators at games and events, including exclusive game experiences shown to those who watch them. The NFL awarded Dhar Mann with Creator of the Week. Viewers can watch Dhar’s Creator of the Week content on the NFL’s YouTube channel and his official YouTube channel.
Dhar creates content that helps people feel recognized. Three out of four viewers say his videos change how they think about and treat others after watching.
The NFL has named Dhar its Chief Kindness Officer (CKO). He will lead digital content, social media outreach, and in-person community initiatives. These are all meant to activate kindness and sportsmanship throughout Super Bowl events. These events include the NFL Honors and Super Bowl LX Flag Football Game on YouTube.
“Be Kind to Your Rival,” is one of the social initiatives inviting fans to show kindness toward a rival. This can be a rival fanbase, player, or even a rivalry outside of football. Fans can participate by conducting a real-world act of generosity or posting a positive message about their rival to their social media. For every relevant post using the hashtag #KindnessWinsBig, Dhar will donate $1 to St. Jude Children’s Research Hospital (up to $100,000), who have been partnered with the NFL since 2012.
Mann talks about the connection between kindness and football.
“I’m honored to be appointed by the NFL as its Chief Kindness Officer,”he said. “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. This week is about channeling the passion the NFL is built on into moments of kindness, empathy, and sportsmanship, both on and off the field.”
This season, the NFl had the most international gamesof any other year, resulting in featuring many international creators, including Adam W, Morgan Riddle, The Golden Balance, Cheff Otto, Kevin Langue, and others.
Super Bowl LX Flag Football Game on YouTube
The NFL and YouTube have announced the captains and rosters for the Super Bowl LX Flag Football Game on Saturday, Feb. 7 at 10 p.m. ET / 7 p.m. PT on the Official NFL YouTube channel. J Balvin and YouTube creator and comedian Druski are facing off as the respective captains for their teams. Legendary quarterbacks Cam Newton and Michael Vick will square off. Other players include Benson Boone, flag football stars Diana Flores and Ashlea Klam, XFL player Deestroying, University of Colorado football coach Deion “Coach Prime” Sanders, Jay Cinco, Jesser, singer Kane Brown, Marlon Garcia, Pierson Wodzynski, Ross Smith, Young Miko, Eladio Carrión and more. Kay Adams and Love Island’s Serena Page will serve as sideline reporters for the game, with play-by-play action announced by former NFL wide receiver Andrew Hawkins.
Fans in the Bay Area can attend the Super Bowl LX Flag Football Game with a ticket to Super Bowl Experience. To buy tickets, Fans can visit https://SuperBowl.com/ExperienceTickets. Adult prices start at $40 inclusive of all venue and ticket fees; Kids 12 & under are free daily. Fans around the world can also set a reminder and tune in live on the Official NFL YouTube Channel Feb. 7 at 10 p.m. ET / 7 p.m. PT.
Additional Creators On-Site
Creators will take center stage during Super Bowl LX Week with content, live coverage, and new digital series. Max Klymenko will create videos for The Career Ladder, Robert Irwin will post game-day content promoting the NFL’s first Melbourne game, Nicky Campbell will cover fashion on the NFL Honors red carpet, and Chef Cuso will premiere the new cooking series NFL Seasoned.
In addition, the National Football League has teamed up with Snapchat through the NFL x Snapchat Creator Program, bringing popular creators to Super Bowl LX. Snap Stars such as Suni Lee, Sidetalk NYC, Kayla Nicole Jones, and The Ocky Way will share behind-the-scenes content on Stories and Spotlight, giving fans an inside look at the week’s biggest moments. Snapchat will also roll out new augmented-reality lenses in partnership with the NFL, allowing fans to experience the excitement of the game in interactive ways.