American rapper and entrepreneur Jay-Z has extended his partnership with the National Football League (NFL) to continue producing the Super Bowl Halftime Show.
The partnership between Roc Nation, the entertainment company founded by Jay-Z, and the NFL was first signed in 2019. The company’s role is to “spearhead and advise on the selection of artists for the NFL’s tentpole performances” a statement from the company said at the time.
Roc Nation also helps the league with its Inspire Change program, the league’s social justice initiative.
“It’s been a mutually positive relationship,” Goodell said of the company and its chief executive officer, Desiree Perez.
Goodell said Tuesday at the NFL owners’ meeting in Atlanta that “Jay is happy. Desiree Perez is happy. I’m happy, so we’re all good.”
Since then, the league and Roc Nation have collaborated to have artists such as Rihanna, The Weeknd and Shakira perform at the NFL’s title game.
According to a Nielsen ratings report, Rihanna’s 2023 performance was the “most-watched Super Bowl Halftime Show of all time”. It attracted 121.017 million viewers during the February 12-dated broadcast.
It was also the first time Rihanna had done a live performance in five years and where she first announced her second pregnancy with rapper A$ap Rocky.
Kendrick Lamar will take the stage at the next Super Bowl in New Orleans.
