Jay-Z’s Roc Nation announces partnership with Chelsea
Jay-Z has teamed up with Chelsea in a strategic partnership through his Roc Nation company.
As part of the deal, the entertainment company will aim to grow the Premier League team’s presence in the US.
According to The New York Times, Roc Nation Sports will use everything from “music, fashion, entertainment, creators, and athlete storytelling” in its effort to build the brand.
The company revealed that “the broader goal is to position Chelsea more intentionally at the intersection of football, culture, entertainment, and lifestyle in America.”
Chelsea and Roc Nation announced the news on Instagram with a video of DJ Khaled holding a blue home shirt.
In a statement, Roc Nation Sports international president Michael Yormark said, “Football has never been more culturally influential in the US. Our ambition is to help Chelsea show up in the moments, platforms, and conversations that truly matter to the modern fan.”
Following the news, Chelsea brand director Scott Fenton added, “This partnership represents a major step forward in how we connect with our fans in the US. By leaning into culture, music, and creativity, we are building deeper, more authentic relationships with a new generation of supporters who see football as a lifestyle.”
Roc Nation is no stranger to representing footballers, with Real Madrid’s Vinicius Junior, Napoli’s Kevin De Bruyne, Arsenal’s Gabriel Martinelli, and Lyon’s Endrick among those on its roster.
The deal with Chelsea arrives just three years after Roc Nation teamed up with Serie A for a similar partnership.
At the time, Yormark said, “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.”