Jay-Z's Roc Nation and NFL have joined forces together in a multi-year partnership deal to enhance the NFL's live game experiences and amplify the league's social justice efforts. The signed deal will give NFL the chance to use Roc Nation as a pillar of consult on its entertainment presentations, including the Super Bowl halftime show and also work with the rapper and entrepreneur's company to strengthen community through music and the NFL's Inspire Change Initiative. The Inspire Change Initiative, which began in 2016 was created by NFL and a coalition of players who demonstrated during the national anthem recitation to protest against social and racial injustice in the US. Speaking of the Roc Nation partnership, NFL Commissioner Roger Goodell disclosed, "Roc Nation is one of the most globally influential and impactful organizations in entertainment. The NFL and Roc Nation share a vision of inspiring meaningful social change across our country. We are thrilled to partner with Roc Nation and look forward to making a difference in our communities together." "With its global reach, the National Football League has the platform and opportunity to inspire change across the country," said Jay-Z. "Roc Nation has shown that entertainment and enacting change are not mutually exclusive ideas, instead, we unify them. This partnership is an opportunity to strengthen the fabric of communities across America." The Hollywood Reporter confirms that much emphasis regarding the deal is placed on the social relations aspect. For Inspire Change to succeed, it must have strong roots within the communities that are most affected by the issues the players want addressed such as criminal justice reform, relationship with police, economic growth opportunities and educational progress.