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Leeds United sign partnership with JAY Z’s Roc Nation Sports

Leeds United have become the first Premier League side to sign a partnership with American Rapper JAY Z’s sports management company, Roc Nation Sports.

The partnership is hoped to increase Leeds United’s brand across the USA and Asia with the goal to make the Premier League side one of the most influential clubs in the world.

As well as increasing the clubs brand, the partnership will also help create purpose-driven cultural and social events designed to engage the clubs fan base.

A mural depicting fan favourite Leeds United midfielders, Kalvin Phillips, alongside clubs legend Albert Johanneson and Lucas Radebe has been put up in the city of Leeds to mark the launch of the partnership.

Victor Orta, Director of Football at Leeds United said, “Roc Nation is a worldwide brand and has worldwide marketing with their strength in the states and now us here.”

He added: “By partnering with them, we feel that we are growing. I feel really happy because now we are showing our ambition in every sense, both on the pitch and off the pitch”.

Roc Nation already has a number of high-profile clients on their books, including elite football players such as Kevin De Bruyne, Marcus Rashford and Romelu Lukaku. European giants AC Milan also joined forces with the sports management company in July 2020, in what was described at the time as a ‘unique’, ‘industry first’ partnership.

Author: Fred Dobberson