The NFL is extending its partnership with Jay-Z’s Roc Nation, ensuring the entertainment company will continue producing the Super Bowl halftime shows. NFL Commissioner Roger Goodell confirmed the news during the NFL owners meeting in Atlanta, highlighting how successful the collaboration has been.
“It’s been a mutually positive relationship,” Goodell said, referring to Roc Nation and its CEO Desiree Perez. “Jay is happy, Desiree is happy, I’m happy—so we’re all good.”
Roc Nation first partnered with the NFL in 2019, taking on the role of selecting top-tier artists for the league’s biggest event. The company also plays a key role in the NFL’s Inspire Change program, a social justice initiative that has invested $375 million in grants to organizations promoting equality and reform.
While the financial terms of the renewed partnership are still under wraps, ESPN previously reported the initial five-year deal was worth $25 million. With the new contract in place, Roc Nation and the NFL are poised to deliver more iconic halftime performances. In recent years, Roc Nation has brought major artists like Rihanna, The Weeknd, Shakira, and Jennifer Lopez to the Super Bowl stage.
This partnership came at a critical time for the NFL, which was under intense public scrutiny following its handling of Colin Kaepernick’s protest and the player-led movement for racial justice. Aligning with Jay-Z and Roc Nation not only boosted the NFL’s entertainment appeal but also showed the league’s commitment to addressing social issues through its Inspire Change initiative.
Looking ahead, fans can expect Kendrick Lamar to take the stage at the upcoming Super Bowl in New Orleans.
