Jay-Z's Roc Nation entered into a multiyear partnership with the NFL to enhance the league's live game experience and amplify their social justice efforts. In a 2019 press conference, he spoke of his work with the league.
"I'm really into action-I'm into real work," he said. "I'm not into how it looks. How it looks only lasts for a couple of months until we start doing the work. I've been in this position many times. Take Tidal as a great example. Now, people look at it today, people have a different outlook on it. But at the time, people didn't see what was going on. If protesting on the field is the most effective way, then protest on the field. But, if you have a vehicle that you can [use to] inspire change... you can speak to the masses and educate at the same time."
Roc Nation was responsible for last year's historic halftime show which featured Dr. Dre, Mary J Blige, 50 Cent, Eminem, Kendrick Lamar, and Snoop Dogg.