Leeds agree partnership with Jay-Z’s Roc Nation sports agency

Leeds have to expand their fanbase around the world with new partnership - Shutterstock
Leeds have to expand their fanbase around the world with new partnership – Shutterstock

Leeds United have agreed a partnership with Jay-Z’s Roc Nation sports agency to help promote the club around the world.  

The consultancy link-up is the first with a Premier League club for the management company who look after Marcus Rashford, Kevin De Bruyne and Romelu Lukaku.   

“Our aim is to grow our fan base across all territories that Premier League football touches and Roc Nation’s unique profile and relationships will allow us to do so in areas such as the USA and the Far East,” said Leeds CEO Angus Kinnear. 

The partnership has been marked with a piece of artwork in the city centre named ‘Paving the Way’. Street artist Akse P19 has painted the mural featuring Kalvin Phillips and Leeds legends Albert Johanneson and Lucas Radebe.

Johanneson was the first high-profile black player to play for Leeds and the first player of African heritage to play in an FA Cup final, in 1965. Radebe, his fellow South African, made over 200 appearances during an 11-year stay at Elland Road before retiring in 2005.

Leeds have enjoyed a big fanbase even when they dropped into the third tier before returning to the Premier League this season under Marcelo Bielsa after a 16-year wait for top-flight football. 

The partnership, however, has been formed to push Leeds’ name in “key markets” of USA and China. Roc Nation were formed by American rapper Jay-Z and now have a UK base. They have worked with Rashford this year when he has pushed the Government for free school meals for children during the holidays. 

“Within an hour of meeting Andrea (Radrizzani, owner) and Angus, we knew that this was a partnership we wanted to embark on,” said Michael Yormark, President of Roc Nation Sports International. “The ownership’s strategic vision for the club is evidently clear, and with endless potential and a blueprint for success.” 

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