Jay-Z owned Roc Nation enters into partnership with NFL

Last year, Jay-Z rapped “I said no to the Super Bowl, you need me, I don’t need you”. Now, he will help produce the very show he once so publicly snubbed.

The change comes after Roc Nation – the entertainment company he owns – announced it would work with the NFL to “enhance live game experiences and amplify the league’s social justice efforts”.

The multi-year partnership has been introduced with the aim of expanding the league’s entertainment offerings, including the Super Bowl’s iconic half-time show.

Saying the deal will “inspire change”, Jay-Z, real name Shawn Carter, said: “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.

“The NFL were willing to do some things, to make some changes, that we can do some good.”

The NFL added that the agreement will “nurture and strengthen community through football and music.”