Five years ago, Jay-Z’s Roc Nation entered into a partnership with the NFL, marking a significant moment in the league’s effort to address its handling of Colin Kaepernick’s protest movement. At the time, the NFL announced that Roc Nation would help enhance the league’s live game experiences and amplify its social justice efforts. While the latter remains debatable, Jay-Z’s impact on the NFL’s presentation, particularly through its marquee event, the Super Bowl, has been undeniable.
Jay-Z, born Shawn Carter, has reshaped the NFL’s public image in ways few could have predicted. His influence is evident in the increasing integration of Black culture into the Super Bowl, a shift that has been nothing short of remarkable. Conservative critics may balk, but the league’s traditionally conservative owners are allowing Jay-Z’s vision to take center stage. Sunday’s announcement that Kendrick Lamar will headline this year’s Super Bowl Halftime Show is the latest example of Jay-Z’s sway.
“Rap music is still the most impactful genre to date. And I’ll be there to remind the world why,” Lamar said in a statement, adding, “They got the right one.” Jay-Z echoed those sentiments, praising Lamar as a once-in-a-generation artist whose work transcends music and continues to define global culture.
This collaboration reflects the NFL’s broader strategy of aligning itself with cultural moments, particularly Black culture. Lamar, known for his unapologetically Black artistry, is not just a popular choice—he’s a statement. While some NFL owners might prefer more traditional or mainstream acts like Kid Rock, Jay-Z has continued to push hip-hop’s biggest names into the spotlight of the NFL’s most-watched event. The days of Maroon 5 headlining seem like a distant memory.
The irony is hard to miss. While the NFL has struggled with its treatment of Black players and coaches—most notably through its handling of Kaepernick’s peaceful protests—it is now relying on Black culture to attract younger, more diverse audiences. This cultural shift is being driven by Jay-Z, who initially faced criticism for his stance on Kaepernick’s movement. During his first press conference in 2019, alongside NFL Commissioner Roger Goodell, Jay-Z famously remarked, “I think we’ve moved past kneeling. I think it’s time to go on to actionable items.” His focus, he explained, was on creating lasting change through action, not just optics.
Since then, Jay-Z has used his role to inject his cultural vision into the NFL’s biggest stages, and it’s working. His influence has taken the Super Bowl halftime show from safe, predictable acts to featuring some of the most influential Black artists in modern music. This year’s halftime performance with Kendrick Lamar is set to continue that trend, a reflection of how much Jay-Z’s partnership with the NFL has transformed the league’s cultural standing.
As the NFL continues to leverage Black culture to expand its reach, Jay-Z’s influence has never been more evident—proving that, at least when it comes to entertainment, he’s steering the league in a bold new direction.