Jay-Z’s Roc Nation Sports has struck a major deal with Italy’s Serie A soccer league, aiming to expand the league’s presence in North America. The partnership, announced on Monday (July 10), entails a strategic collaboration to engage existing fans and attract new ones through digital content, marketing activations, and events, as reported by Deadline.
This move solidifies the ongoing working relationship between Roc Nation and Serie A, which initially began in 2019.
The president of Roc Nation Sports, Michael Yormark, expressed his enthusiasm for the partnership, stating, “We are super excited to help Serie A expand its brand throughout America while helping to develop meaningful commercial partnerships along with enhanced brand visibility that will lead to continued growth for one of the world’s premier football leagues.”
Serie A, established in 1928, stands among the world’s most esteemed professional soccer leagues, boasting renowned clubs like Juventus, A.C. Milan, Inter Milan, Roma, and Fiorentina. Last season witnessed a historic achievement as Napoli, the former team of the legendary Diego Maradona, triumphantly secured the Scudetto, marking their first league title in 33 years.
Jay-Z’s Roc Nation Sports
Roc Nation Sports already represents prominent figures in the world of soccer, including Inter Milan striker Romelu Lukaku, who is rumored to be dating Megan Thee Stallion. Lukaku spoke highly of Jay-Z, praising his knowledge and passion for football, particularly for Inter Milan. The rapper’s guidance played a role in Lukaku’s decision to join the club.
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Beyond player representation, Roc Nation has been actively involved in addressing issues within Italian soccer, particularly the widespread racism faced by Black players in the league. Last season, when Lukaku faced racist monkey chants from opposing fans, Michael Yormark released a statement condemning the abuse and urging authorities to tackle racism instead of punishing the victims.
Roc Nation’s partnership with Serie A extends beyond sport, as they previously collaborated with Serie A side AC Milan in 2020 to organize a charity event during the COVID-19 pandemic.
With DJ Khaled as the host and captivating performances by renowned artists like Alicia Keys and Kelly Rowland, the event had a noble objective – to generate support for essential workers. The proceeds from the event were dedicated entirely to charitable causes. This event paved the way for a more comprehensive partnership between Roc Nation and Serie A.
The deal with Roc Nation Sports further strengthens Serie A’s position in the North American market, with Paramount+ being the home of Serie A in the United States, broadcasting all 380 games of the season live.
Through this partnership, Jay-Z’s Roc Nation Sports solidifies its position as a major player in sports management and marketing, extending its influence beyond music and entertainment. It marks another significant stride for the agency as it continues to make waves in the sports industry.