JAY-Z's Roc Nation is set to announce a "sweeping business partnership" with the National Football League, according to Front Office Sports.
Roc Nation is planning a press conference for Wednesday in NY.
If it comes to fruition, an alliance could be a smart deal for both sides.
Roc Nation's sports unit now represents Saquon Barkley, arguably the league's most exciting young player, taken with the No. 2 pick in the 2018 NFL Draft by the New York Giants.
Roc Nation Sports is home to athletes including Saquon Barkley, who was the No. 2 pick in the 2018 NFL Draft by the New York Giants.
Other sports clients include: National Basketball Association superstar Kyrie Irving, MLB pitcher CC Sabathia, NFL star Dez Bryant, and boxing champions Miguel Cotto and Andre Ward.
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.
The move marks a turn for Jay, who criticized the N.F.L.in the past and admitted in his song with Beyonce "Apesh-" that he had turned down offers to perform during the Super Bowl, telling the league during the song, "You need me, I don't need you/ Every night we in the end zone, tell the NFL we in stadiums too". The partnership will see Roc Nation assist in the league's key events like the Super Bowl halftime show, while also creating podcasts, visual albums, and organizing separate events and concerts.
The role will make Jay a consultant for the show he so publicly rejected. "I think that's a core element of our relationship between the two organizations, and with JAY and I personally". Music clients include the biggest names in music: Jay-Z himself, Rihanna, Big Sean and DJ Khaled.