Z’s Roc Nation to Announce Partnership with NFL

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The NFL and Jay-Z's entertainment and sports representation company are teaming up for events and social activism.

Roc Nation and the NFL have agreed to a deal in which the entertainment company will lead the league's endeavors in music and entertainment.

Kaepernick chose to sit and then kneel during the National Anthem before several 2016 NFL preseason and regular-season games to protest the police shootings of black men and other social injustices faced by African-Americans.

Kaepernick, who quarterbacked the San Francisco 49ers to an appearance in Super Bowl XLVII back in 2013, became a lightning rod in 2016, when he began kneeling during the national anthem at 49ers games in protest of racial injustice and police brutality.

N.F.L. Commissioner Roger Goodell told the Times that the league wants partners who tell it when it behaves improperly.

Jay-Z may have said no to the Superbowl, but he has apparently said yes to a partnership with the NFL. "They were willing to do some things, to make some changes, that we can do some good".

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While the entertainment portion of the deal is important - Roc Nation's stable includes Rihanna, Mariah Carey, Shakira and, of course, Jay-Z - much emphasis from both the league and the representation group is being placed on the social relations aspect of the agreement.

For years, Jay-Z was critical of the NFL's handling of peaceful protests from various players like Colin Kaepernick, who made a decision to kneel during the national anthem to bring attention to various forms of police brutality. He joined Kaepernick in a collusion lawsuit against the league.

Partnering with Roc Nation would help give the National Football League more credibility with a younger, urban audience.

In a show of support, JAY-Z reportedly declined a performance at the Super Bowl Halftime Show.

"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.

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