Jay-Z extends NFL deal as Roc Nation continues Super Bowl halftime show production

Omokolade Ajayi -
Key Points
  • Roc Nation has extended its partnership with the NFL to continue managing live music entertainment, including producing the Super Bowl halftime show.
  • The entertainment company has helped advance the NFL's social justice efforts, with the Inspire Change program distributing $375 million in grants since 2019.
  • Roc Nation recently merged its label and distribution divisions, forming Roc Nation Distribution to offer artists ownership, creative control, and business tools.

Roc Nation, the entertainment company founded by Shawn "Jay-Z" Carter, has extended its partnership with the NFL, solidifying its role as the league’s live music entertainment strategist.

The renewal ensures Roc Nation will continue producing the iconic Super Bowl halftime show, further building on a relationship that has grown since 2019.

NFL Commissioner Roger Goodell confirmed the extension, emphasizing the positive relationship between both parties.

“It’s been a mutually positive relationship,” Goodell said. “Jay is happy. Desiree Perez is happy. I’m happy, so we’re all good.” Perez serves as Roc Nation’s CEO.

Super bowl performances and social justice collaboration

Since joining forces, the NFL and Roc Nation have collaborated to bring major artists to perform at the Super Bowl, including Rihanna, The Weeknd, and Shakira. Kendrick Lamar has been announced as the performer for the upcoming Super Bowl in New Orleans.

Beyond entertainment, Roc Nation has played a role in advancing the NFL's social justice efforts through the Inspire Change program, which has distributed $375 million in grants to date.

The previous Roc Nation-NFL deal was valued at $25 million over five years, according to ESPN, though details about the financial terms and duration of the new agreement remain undisclosed.

Expansion into music distribution

Since its inception in 2008, Roc Nation has grown into a force in entertainment, managing top artists, producers, and songwriters. Jay-Z’s ventures, including Roc Nation, have helped solidify his position as one of the wealthiest Black billionaires, with a net worth of $2.5 billion.

The NFL partnership extension follows Roc Nation's recent merger of its Roc Nation Label and Equity Distribution divisions to form Roc Nation Distribution.

The new platform aims to empower artists by offering them ownership of their masters, creative control, and access to technology and music business expertise.

Operating under a hybrid model, Roc Nation Distribution will sign artists from all genres worldwide, offering tools like data analytics and a proprietary dashboard to optimize their success.