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JAY-Z Joins Entertainment and Social Justice Partnership With the NFL

Lenny Kravitz, Grace Jones, Lauryn Hill, Lion Babe, Thundercat, SZA & More Rock The Afropunk Festival 2015 in Brooklyn, NY. Source: Vevo

Under the deal, Roc Nation becomes a co-producer of the Super Bowl halftime show and other creative projects.

JAY-Z just struck another big deal.

The rapper and entrepreneur has joined a broad alliance with the NFL, where he will reportedly help the league in the social-justice arena.

Front Office Sport first reported an NFL-Roc Nation partnership. According to a report in the Wall Street Journal, Hov will also be expanding their entertainment offerings, including the Super Bowl halftime show and other creative projects.

Roc Nation will also play a role in the production and distribution of other new football-related content on streaming services—from original music to podcasts.

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WSJ reports, in a new interview at his Manhattan offfices, he said interview that he may not agree with the politics of some NFL team owners, but he believes in their reach.

“I’m black. That’s my world,” Jay-Z said, adding that if he didn’t do deals with wealthy business interests who he may disagree with, “then I couldn’t have any TV shows. I couldn’t put my platform on TV because I’m sure someone who owns the broadcast network has supported someone who I don’t believe should be in office.”

“I can’t control, no one can control the world that we live in currently and people’s choice to vote self interests,” he said.

The NFL launched their social-justice program last year at a time when it was in the thick of a controversy over national anthem protests started by Colin Kaepernick.

“He absolutely brought this conversation alive,” Jay-Z said of Kaepernick. “We like to think that the way we build the Inspire Change platform, that if anything close to that would happen in the future, then Kaepernick would have a platform where he can express himself and maybe it doesn’t have to take place on the field.”

Roc Nation’s sports unit currently represents New York Giants running back, Saquon Barkley. Other sports clients include Kyrie Irving, MLB pitcher CC Sabathia, football player Dez Bryant, and boxing champs Miguel Cotto and Andre Ward.