Jay-Z Partners with National Football League to Oversee Entertainment, Social Justice Activism

Ross Houston
August 14, 2019

For years, Jay-Z was critical of the NFL's handling of peaceful protests from various players like Colin Kaepernick, who made a decision to kneel during the national anthem to bring attention to various forms of police brutality.

If it comes to fruition, an alliance could be a smart deal for both sides.

In a show of support, JAY-Z reportedly declined a performance at the Super Bowl Halftime Show.

According to the Washington Post's Mark Mask, the 49-year-old music mogul is partnering with the NFL to help manage the league's entertainment options as well as their social justice endeavors.

Inspire Change was created by the league after an agreement with a coalition of players who demonstrated during the national anthem to protest social and racial injustice in this country.

Roc Nation Sports is home to athletes including Saquon Barkley, who was the No. 2 pick in the 2018 NFL Draft by the New York Giants.

The NFL and Roc Nation will officially announce their partnership this Wednesday, 8/14.

UPDATE: The New York Times has confirmed the partnership between Roc Nation and the NFL. Jay-Z commented on the new role, telling the Times, "The N.F.L. has a great big platform, and it has to be all-inclusive". "They were willing to do some things, to make some changes, that we can do some good".

The deal will also see JAY-Z's Roc Nation serving as a co-producer of the Super Bowl halftime show. Partnering with Jay-Z's firm would help give the National Football League more credibility while tapping the knowledge of a wide-ranging entertainment company with its finger on the pulse of the younger, urban audience.

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

"Roc Nation is one of the most globally influential and impactful organizations in entertainment", said NFL Commissioner Roger Goodell.

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