The NFL and rapper Jay-Z announced Tuesday that they will be teaming up to promote the league’s social justice efforts as well as work to “enhance” its entertainment offerings.
Jay-Z and his entertainment and sports representation company Roc Nation will work with the NFL to “nurture and strengthen community through football and music,” including with the sports league’s “Inspire Change” initiative, according to the announcement.
The Inspire Change initiative, launched earlier this year, supports “programs and initiatives that reduce barriers to opportunity,” focusing on education and economic advancement, police and community relations and criminal justice reform, the league says.
“With its global reach, the National Football League has the platform and opportunity to inspire change across the country,” Jay-Z said in the statement.
“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,” he added.
Through the partnership, Roc Nation will also “enhance the NFL’s live game experiences” by advising on the selection of artists for NFL performances like the Super Bowl halftime show. Roc Nation will also “create and distribute content across multiple music streaming services” with the NFL.
“Roc Nation is one of the most globally influential and impactful organizations in entertainment,” NFL Commissioner Roger Goodell said in the statement. “The NFL and Roc Nation share a vision of inspiring meaningful social change across our country. We are thrilled to partner with Roc Nation and look forward to making a difference in our communities together.”
Jay-Z has publicly supported former NFL player Colin Kaepernick, who began the demonstrations among athletes of kneeling during the national anthem before a game to protest police brutality and racial inequality.
via The Hill