Jay-Z and the NFL Announce Extension of Partnership Agreement

Bloomberg has reported that Jay-Z and the NFL intend to extend their collaboration.

According to Billboard, during the NFL owners’ meeting held in Atlanta on Tuesday, October 15, Commissioner Roger Goodell stated that the partnership would continue.

“It’s been a mutually positive relationship,” Goodell started. I’m not sure either one of us really spend much time talking about contracts. Jay is happy. Desiree Perez is happy. I’m happy, so we’re all good.”

As noted by ESPN, the previous agreement was valued at $25 million over a five-year period, which encompassed Roc Nation’s involvement in the Super Bowl Halftime Show and support for the league’s social justice initiative, Inspire Change, which has allocated $375 million in grants.

However, the partnership has not been without its controversies. Since the announcement in the summer of 2019, Jay-Z has faced criticism for aligning with a league that allegedly marginalized San Francisco 49ers quarterback Colin Kaepernick for his decision to kneel during the national anthem as a protest against police brutality. Recently, the rapper and entrepreneur also encountered backlash from segments of the rap community when it was revealed that Kendrick Lamar, rather than Lil Wayne, would headline this season’s Super Bowl in New Orleans.

Since Jay-Z and Roc Nation assumed control of the prestigious Super Bowl Halftime Show, they have predominantly featured hip-hop artists, including Shakira, Jennifer Lopez, The Weeknd, Dr. Dre and friends, Rihanna, and Usher. Next year’s performance is highly anticipated, as Lamar aims to cap off an already remarkable year with a memorable show.