Leeds United join Manchester City midfielder Kevin De Bruyne and Manchester United forward Marcus Rashford on Roc Nation's roster, as well as Rihanna, Alicia Keys and DJ Khaled; Roc Nation says it aims to "support the growth of the Leeds United brand in key markets of the USA and Asia"
Sunday 22 November 2020 17:28, UK
Leeds United have marked their return to the Premier League by signing a partnership with Roc Nation - an entertainment agency founded by rapper Jay-Z.
After 16 years outside England's top flight, the Elland Road club have agreed a deal with the leading music and sports agency, joining global music superstars Rihanna, Alicia Keys and DJ Khaled.
Roc Nation also has Manchester City midfielder Kevin De Bruyne and Manchester United forward Marcus Rashford on its roster.
The partnership was unveiled on Saturday in the form of a mural depicting homegrown Leeds and England midfielder Kalvin Phillips, alongside club legends Lucas Radebe and Albert Johanneson, in Leeds city centre.
The mural, painted by street artist Akse P19 - who recently completed a mural of Rashford in Manchester - "proudly honours the diverse heritage of the club" as well as that of minority-owned Roc Nation.
Leeds director of football Victor Orta told Sky Sports News: "Roc Nation is a worldwide brand and has worldwide marketing with their strength in the states and now us here.
"By partnering with them, we feel that we are growing. I feel really happy because now we are showing our ambition in every sense, both on the pitch and off the pitch.
"The mural is a representation of our soul because Kalvin Phillips is the core of a lot of things that are happening in the last three years with us.
"For us he's really important. He's the symbol of our club and obviously for the city. I feel really proud."
Roc Nation says it aims to "support the growth of the Leeds United brand in key markets of the USA and Asia", and was impressed by the club's ambition.
Kelly Hogarth, vice president of strategic marketing and communications at Roc Nation, told Sky Sports News: "It's the first Premier League partnership that Roc Nation have embarked on. Obviously we're a huge entertainment company and we saw a great potential for collaboration with the club.
"We've had a few approaches from different clubs about working together and collaborating, but I think there was real defined, strategic vision from the Leeds ownership that we really bought into and there was a real defined blueprint for success.
"We were looking for a partner who wanted to challenge the norm, wanted to try new things and experiment and talk to their fanbase differently. It was a great opportunity and one the entire agency is thrilled about."
