Politics aside (which is almost impossible to achieve in the current climate of America), the JAY Z x NFL collaboration for the 2020 Super Bowl in Miami might be a match made in heaven. The countries most profitable sport working with the music industries most powerful duo ( because Beyoncé will definitely be apart of this) is a success on many different levels. Some say Jay Z has sold-out, while the NFL reaps all of the reward, however this sounds more like a gut reaction to those who feel Colin Kaepernick was wrongfully left out of this new agreement.
Speculation aside, let's look at the potential of this deal and what it means to the sport, culture and how brand partnerships may play out in the future.
Most of us can confidently say the NFL image has not been the brightest over the past 5-7 years. From domestic abuse, homocides, accusations of modern day slavery to even the President of the United States going on an expletive rant about why players should stand for the Flag. None of this was good and from Twitter's standpoint the NFL was "cancelled" in 2018. Flash forward to now and honestly not much has changed. No one REALLY knows if or even how the Jay Z effect will work.
But one thing is for sure. Jay Z has been on a successful crusade over the past few years to try and right the wrongs America has achieved in the obviously lopsided justice system. One can look to the Kaleef Browder documentary that Jay Z produced and helped tell the tragic story of Mr. Browder, whom he'd met before, prior to him taking his own life after a false imprisonment as a minor on Rikers Island. Or Meek Mill's crusade against the unjust Philadelphia justice system in which Jay Z handled all of his legal bills while he successfully fought and still fights to clear his name from bogus charges.
For many of those critiquing Jay Z, they sometimes forget what he's capable of and he's been capable of for the past 25 years+. Regardless, of his track record, one can't deny that his entertainment value and those around or even under him can put on a show. Bringing us to the second point that this year's half-time show curated by the world's best will likely go down in history as one of the greatest.
Think a Watch The Throne reunion which has already been hinted by his extremely talented cohort, Mr. Kanye West:
Throne 2 🤷🏿♂️— ye (@kanyewest) November 30, 2018
Wishful thinking on our part? Absolutely! But that doesn't negate the fact that Jay Z has put his stamp on the NFL as being "cool" again, which they will wholeheartedly benefit from now and for years to come. What does Jay Z get out of this? We can't say exactly, but beyond the monies earned from a half-time performance, think first in line for the next NFL ownership opportunity, more signees to his Roc Nation sports agency roster and the NFL perks program that will likely only get better from here on out.
Annnnnnd, just to keep things light, we still thought this was hilarious:
Jay Z after his deal with the NFL... pic.twitter.com/Aj9ho7xcK8— 💪Collin Flexton💪 (@Fesburn) August 16, 2019
(Photo Credit: Variety)