Shawn “Jay-Z” Carter’s Roc Nation Sports is headed to the soccer field. Carter’s imprint has reportedly inked a deal with the Italian soccer league, Serie A. Through what is described as a strategic partnership, Roc Nation Sports will work with Serie A to “raise the league’s awareness in North America by engaging existing and new fans through digital content, marketing activations, and events.”
“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,” Roc Nation Sports President Michael Yormark said, according to Deadline.
Jay-Z and company are not new to the world of European soccer. The agency represents several star athletes, including Romelu Lukaku of Serie A’s Inter Milan. Also, Jay-Z’s agency partnered with Serie A to host an event in 2020 that was designed to support key workers during the height of the COVID-19 pandemic. Among others, the premier event featured DJ Khaled, Alicia Keys and Kelly Rowland.
Made in Italy, Celebrated Globally… Welcome to the Family, @SerieA. ? pic.twitter.com/zgsgzEnEWE
— Roc Nation Sports (@RocNationSports) July 10, 2023
