Z’s Roc Nation to Announce Partnership with NFL

Jay-Z watches at Rams vs. Seahawks game

Jay-Z watches at Rams vs. Seahawks game

Jay-Z may have said no to the Superbowl, but he has apparently said yes to a partnership with the NFL.

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".

As co-producer of the Super Bowl halftime show, JAY-Z will have a role in selecting and producing the country's most-watched music performance.

Previously Jay-Z admitted in his song with wife Beyonce, 'Apes***,' that he had turned down offers to perform during the Super Bowl, telling the league during the song: 'You need me, I don't need you/ Every night we in the end zone, tell the NFL we in stadiums too'. This was emblematic of a larger problem facing the league: Many prominent black artists were refusing to be associated with the league due to its treatment of Colin Kaepernick. The hip-hop veteran has officially teamed up with the NFL to bring social justice to the controversial league.

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

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UPDATE: The New York Times has confirmed the partnership between Roc Nation and the NFL.

The NFL has faced controversy in recent years over how it handles players protesting racial and social justice, most notably with former San Francisco 49ers quarterback Colin Kaepernick, who took a knee during the national anthem. Do I hope he'll perform in the Super Bowl sometime in the next several years? Yes. Instead, the National Football League booked Maroon 5.

"He was very quick to say that he does not want this to be about him performing, that it was broader than that", Goodell told The Washington Post.

"Roc Nation is one of the most globally influential and impactful organizations in entertainment", Goodell said. "I think that's a core element of our relationship between the two organizations, and with JAY and I personally".

"The N.F.L. has a great big platform, and it has to be all-inclusive", Jay-Z said in an interview this week. "Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas - instead, we unify them". They are not revealing the financial terms of the agreement.

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