The NFL and Jay-Z's entertainment and sports representation company are teaming up for events and social activism.
If it comes to fruition, an alliance could be a smart deal for both sides.
JAY-Z will have a say in who performs at Super Bowl halftime shows - but it probably won't be himself!
The NFL formally launched the Inspire Change initiative in early 2019, after more than two years of work with NFL players, with the goal of creating positive change in communities across the country.
The NFL's once bullet-proof "Shield" image has been battered in recent seasons, as the league has been dinged by several on- and off-the-field issues, ranging from how it handles player protests and attacks from President Donald Trump to domestic violence and concussions.
Roc Nation's sports unit is already home to New York Giants running back Saquon Barkley, the No. 2 pick in the 2018 NFL Draft. Those demonstrations were sparked by former San Francisco 49ers quarterback Colin Kaepernick kneeling during the national anthem in 2016.
"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.
UPDATE: The New York Times has confirmed the partnership between Roc Nation and the NFL.
According to Maske, Roc Nation will be co-producer of the Super Bowl halftime show, but the deal does not contain a provision for the rapper to perform the show.
"Roc Nation is one of the most globally influential and impactful organizations in entertainment", said NFL Commissioner Roger Goodell. "They were willing to do some things, to make some changes, that we can do some good". Black entertainers including JAY-Z and Rihanna have turned down the gig in the past in support of Kaepernick.