Jay-Z's Roc Nation, NFL enter multiyear partnership

Article Image Jay-Z Partners with NFL to Oversee Entertainment Social Justice Activism

Article Image Jay-Z Partners with NFL to Oversee Entertainment Social Justice Activism

Jay-Z has scored a touchdown with his latest partnership.

The alliance would be a major move for both sides.

The league not only will use Jay-Z's Roc Nation to consult on its entertainment presentations, including the Super Bowl halftime show, but will work with the rapper and entrepreneur's company to "strengthen community through music and the NFL's Inspire Change initiative".

Roc Nation's sports unit now represents Saquon Barkley, arguably the league's most exciting young player, taken with the No. 2 pick in the 2018 NFL Draft by the New York Giants. Most notably during that period was then-San Francisco 49ers quarterback Colin Kaepernick taking a knee during the USA national anthem.

"He was very quick to say that he does not want this to be about him performing, that it was broader than that", Goodell said in an interview with the newspaper.

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In 2017, the league negotiated a deal with a group of players that included contributing as much as $89 million over six years to social justice causes that the players would choose.

What are your thoughts on this new partnership?

"I think we have autonomy", JAY-Z, whose given name is Shawn Carter, told the Post of working with the league.

As part of the deal, Roc Nation and Jay-Z (pictured above at last November's Chiefs-Rams game in Los Angeles) will consult on the Super Bowl halftime show and the NFL's other live music events. Jay-Z told the Times, "The NFL has a great big platform, and it has to be all-inclusive".

However, the National Football League commissioner, Roger Goodell, made it clear that Jay-Z doesn't have plans to perform, at least not anytime soon, during the halftime show. Black entertainers including JAY-Z and Rihanna have turned down the gig in the past in support of Kaepernick. "They were willing to do some things, to make some changes, that we can do some good".

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