Rapper Jay-Z will be the face of the National Football League’s (NFL) new social justice initiative, “Inspire Change,” the NFL announced Tuesday.
The rapper and his entertainment company, Roc Nation, have entered into a multiyear partnership “to amplify the league’s social justice efforts,” the NFL says.
Roc Nation will help dictate which entertainers are selected to perform at the Super Bowl and other NFL events.
Jay-Z will also provide podcasts and entertainment fare via his Roc Nation entertainment company. "The NFL and Roc Nation share a vision of inspiring meaningful social change across our country,” NFL Commissioner Roger Goodell said.
The “Inspire Change” social justice initiative was launched early this year, following more than two years of negotiations with NFL players after players began protesting during the playing of the National Anthem before games.