The NFL has extended its partnership with JAY-Z and Roc Nation to continue overseeing the Super Bowl halftime show and the league’s social justice initiatives.
Bloomberg broke the news on Tuesday, October 15, disclosing that the deal was renewed, though the terms remain undisclosed.
The original partnership began in 2019 and was valued at $25 million over five years. However, the length and value of this new agreement have not been publicly disclosed.
NFL Commissioner Roger Goodell expressed satisfaction with the collaboration, describing it as a “mutually positive relationship” during a league owners meeting in Atlanta. He emphasized that both JAY-Z and Roc Nation’s CEO Desiree Perez are content with the deal.
The partnership between JAY-Z and the NFL was met with significant backlash when it was first announced. Critics pointed to the alleged blackballing of former San Francisco 49ers quarterback Colin Kaepernick, who has remained unsigned since his protest against police brutality by kneeling during the national anthem. The move left many questioning JAY-Z’s decision to collaborate with the league.
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Despite the controversy, JAY-Z has been instrumental in amplifying Black artists on one of the world’s largest stages.
Under his guidance, the Super Bowl halftime show has featured performances by artists such as The Weeknd, Rihanna, and Usher. One of the most memorable moments was an all-star lineup of Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar, Mary J. Blige, and 50 Cent in 2022.
Looking ahead, Kendrick Lamar has been selected to headline the Super Bowl LIX halftime show in February 2025. However, the decision has sparked frustration, particularly from Lil Wayne’s camp, as the New Orleans native had openly expressed interest in the coveted spot.
Several high-profile figures, including Nicki Minaj, Birdman, and Cam’ron, have voiced their displeasure, suggesting that Wayne, a local icon, should have been the natural choice.
