Jay Z, Roc Nation, Versace

Jay-Z’s Roc Nation Debuts Multiyear Partnership With Versace At 2024 Super Bowl

Jay-Z's Roc Nation debuted its new multiyear partnership with Versace during Super Bowl weekend, Hypebeast reports.

Jay-Z’s Roc Nation debuted its new multiyear partnership with Versace over Super Bowl weekend, Hypebeast reports.

The joint venture will come in the form of event sponsorships and “cause-focused initiatives” aimed at supporting the next generation of talent, a press release states. Versace will also begin supporting scholarships at the Roc Nation School of Music, Sport, and Entertainment at Long Island University, a program focused on entrepreneurship, music, and sports management.

“Central to both Versace and Roc Nation is human capital and a commitment to creative empowerment, celebrating individuality and fuelling positive change,” the announcement says. “Championing artists across music, entertainment, and broader cultural landscapes will be underscored through the partnership.”

The deal kicked off at Super Bowl LVIII as Versace sponsored the Roc Nation Sports 2024 Super Bowl event, Complex reports. Jay-Z and Versace have a long history of working together, dating back to Donatella Versace’s runway shows in 2008.

In 2019, the NFL announced its five-year, $25-million deal with Roc Nation aimed at revitalizing the Super Bowl halftime show and enhancing the NFL’s commitment to social justice, among other objectives.

“The NFL has a great big platform, and it has to be all-inclusive,” Jay-Z told The New York Times. “They were willing to do some things, to make some changes, that we can do some good.”

Since then, Roc Nation has served as the NFL’s “live music entertainment strategist,” resulting in growing viewership of the Super Bowl halftime show with performances by Dr. Dre and as well as his friends Rihanna and, most recently, Usher.

“We don’t want people to come in and necessarily agree with us; we want people to come in and tell us what we can do better,” NFL Commissioner Roger Goodell said. “I think that’s a core element of our relationship between the two organizations, and with Jay and I personally.”