Jay-Z Teams Up With NFL In New Music And Social Campaign Deal; Hov To Co-Produce Super Bowl Halftime Show

Jay-Z is teaming up with the National Football League on music and a new social justice campaign.

Hov is racking up his list of business ventures with his newest partnership being with the NFL. The league’s plans with the music mogul include getting access into the music realm as well as to gain support from African American celebrities following its recent social justice efforts, the New York Times reports.

The NFL is looking for Jay’s entertainment and sports production company, Roc Nation, to be the ”corporation’s live music entertainment strategist.” The deal will make Roc Nation and Jay-Z overseers and consultants over entertainment, including the Super Bowl halftime show. They will also contribute to the NFL’s activism campaign, Inspire Change.

The new collaboration is the league’s move to bring more high-profile artists to its events. However, it is also the brand’s reaction to its mishandling of its player’s National Anthem protests of police brutality that was led by former NFL star #ColinKaepernick. “The N.F.L. has a great big platform, and it has to be all-inclusive,” Jay-Z said in an interview this week. “They were willing to do some things, to make some changes, that we can do some good.”

Roc Nation and the NFL will announce the terms of the deal on Wednesday, except for details regarding finances. “We don’t want people to come in and necessarily agree with us; we want people to come in and tell us what we can do better,” Goodell said in an interview at his Midtown office Monday. “I think that’s a core element of our relationship between the two organizations, and with Jay and I personally.”