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NFL To Partner Up With Jay-Z And Roc Nation

Rapper Shawn “Jay-Z” Carter’s Roc Nation entertainment company and the NFL have started a multi-year partnership that includes a boost to NFL game presentations and social justice initiatives.

The financial terms were not disclosed. Meanwhile, ESPN reports that the deal is a “long-term partnership,” and will introduce new music into various NFL productions.

“With its global reach, the National Football League has the platform and opportunity to inspire change across the country,” JAY-Z said. “Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas—instead, we unify them. This partnership is an opportunity to strengthen the fabric of communities across America.”

Roc Nation will spearhead and advise on the selection of artists for NFL tentpole performances, including the Super Bowl, and will assist in the production and promotion of new music as well as culture- and cause-focused initiatives.

A core component of the partnership will be to amplify the Inspire Change platform priority areas identified by NFL Players, including Education and Economic Advancement, Improving Police-Community Relations, and Criminal Justice Reform.

The deal will give Jay-Z a prominent role in the league’s social justice initiative with players as well as creative input into the league’s Super Bowl halftime shows.

NFL Commissioner Roger Goodell, explained that the partnership with Jay-Z will serve as a checks-and-balance system for the league.

“We don’t want people to come in and necessarily agree with us; we want people to come in and tell us what we can do better,” Goodell said in an interview. “I think that’s a core element of our relationship between the two organizations, and with Jay and I personally.”

This new partnership is controversial because Hov is a supporter of Colin Kaepernick, who has been blackballed by the NFL. Moreover, the Roc Nation CEO called out the league in his Beyonce-assisted single, “Ape Sh*t” about their alleged request for him to perform for the Super Bowl which he declined because of his solidarity to Kaepernick.

It’s clear that the league is trying to get back into our good graces. The Inspire Change initiative was created earlier this year to “create positive change in communities across the country.” But with JAY-Z’s celebrity and influence, it can help the NFL with their goal.

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