The NFL is linking up with Roc Nation, rapper Shawn 'Jay-Z' Carter's entertainment company, to form a social justice partnership for the 2019 season, the Washington Post reported.
The initiative is part of the NFL's Inspire Change programme and will allow Roc Nation to be a co-producer of the Super Bowl half-time show, as well as other production of music throughout the season.
Carter said he hopes that by bringing Roc Nation and the NFL together, players and league members can bring about social awareness while giving back to their communities.
"With its global reach, the National Football League has the platform and opportunity to inspire change across the country," he said. "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."
Roc Nation, which represents running backs Todd Gurley and Saquon Barkley among several NFL clients, will create and distribute music across its platforms, on top of collaborating with the NFL for live musical events that include a Pro Bowl community concert.
Original music, podcasts and visual albums are also part of the deal and could be produced under the Roc Nation label.
"Roc Nation is one of the most globally influential and impactful organisations in entertainment," NFL commissioner Roger Goodell said. "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."
It is worth noting that Jay-Z is not obligated to perform at the Super Bowl nor other NFL events.
The partnership comes after Carter publicly supported free agent quarterback Colin Kaepernick, who started kneeling during the national anthem during the 2016 season to protest against racial and social injustice.
Since 2017, Kaepernick has not been part of an NFL team, which has led many to criticise and boycott the league over alleged collusion against the quarterback.
Kaepernick settled with the NFL over his allegations of collusion, while many artists have decided not to participate in NFL activities over the issue.
|Abreu signs $50million, three-year White Sox deal|
|Lions to start Driskel again as injured Stafford ruled out|
|Giannis makes history in Bucks win, Pelicans eclipse Suns|
|Texans edge Colts for top spot in AFC South|
|White Sox sign Yasmani Grandal|
|Antonio Brown files denial to accusations of sexual assault|
|Myles Garrett has indefinite ban upheld as Mason Rudolph agents deny racism claims|
|NFL Week 12 Bullet Points: Three must-know stats previewing every game|
|Paul George lauds Kawhi Leonard after duo´s maiden Clippers outing|
|Popovich frustrated as Spurs losing streak goes on|
|Simmons savours memorable three as 76ers star eyes Tokyo Olympics|
|Doncic triple-double inspires humiliation of Warriors, Kawhi & Leonard play together|
|76ers star Simmons nails first regular-season three-pointer|
|Pau Gasol waived by Trail Blazers|
|Maple Leafs sack Mike Babcock amid struggles|
|Bears keep faith with under-fire Trubisky|
|I´m not doing another - Bell hits out at NFL over drugs testing|
|Rudolph takes share of the blame for Garrett clash|
|Cleveland Browns TE David Njoku designated to return from IR|
|Kerr delighted to see Warriors get their reward|
|LeBron James makes history, says it´s ´pretty cool´|
|Carmelo Anthony upbeat despite Blazers debut defeat|
|LeBron makes history in Lakers´ win, Trail Blazers lose on Anthony´s debut|
|Carmelo Anthony officially joins Portland Trail Blazers|
|Gronkowski hints at NFL comeback - but will not return in 2019|
|Chargers QB Rivers determined to cut out costly turnovers|
|Amazed Russell Westbrook says ´nobody else´ can match James Harden|
|Anthony: Trail Blazers move the perfect opportunity|
|Carlisle salutes ´phenomenal´ Doncic triple-double|
|Doncic joins LeBron after 40-point triple-double, Clippers edge Thunder|
|Chiefs overcome Chargers in Mexico|
|Nagy insists Trubisky change was ´zero to do with his play´|
|Kitchens ´still a Myles Garrett fan´ as Browns support suspended star|
|Tua Tagovailoa´s prognosis ´excellent´ after successful surgery|
|Brady hopes workout yields opportunities for Kaepernick|
|Marcus Smart rues late misfortune as Celtics´ winning streak snapped|
|Sullen Tom Brady says Patriots can ´do everything better´ despite clipping Eagles´ wings|
|LeBron James: I´m just trying to put on a show for Kobe Bryant|
|Kings snap Celtics´ 10-game winning streak, LeBron leads Lakers|
|Patriots, 49ers improve to 9-1|
|Tua Tagovailoa to undergo hip surgery|
|Kaepernick proved he can play, says former 49ers team-mate Reid|
|Falcons QB Ryan moves into NFL´s top 10 for all-time passing yards|
|He´s playing at a high level – Harbaugh hails Ravens QB Jackson|
|Lamar Jackson stars again as Ravens thrash Texans, Vikings rally to down Broncos|
|Rockets could have chalked it up – James Harden impressed by depleted Houston´s show of resolve|
|Clippers´ George revels in memorable home debut after 150-101 win|
|I´m not here to make history – Popovich explains confusion over Hammon and Duncan|
|Harden scores 49 points in Rockets win, Kawhi-less Clippers crush Hawks|
|NFL prospect Tua Tagovailoa to miss rest of season with dislocated hip|
|Patriots without Chung for Eagles clash|
|D´Angelo Russell suffers thumb sprain in another Warriors blow|
|The ball is in their court, we´re ready to go - Kaepernick sends message to NFL after workout|
|Kaepernick workout location changed as representatives slam NFL|
|Tua Tagovailoa: Top NFL quarterback prospect carted off with hip injury|
|LeBron James: Tom Brady and I are one in the same|
|I just will those shots in - Kemba Walker on his fourth-quarter heroics|
|LeBron leads Lakers in Walton reunion, Celtics win 10th straight|
|LeBron James: Walton did all he could with Lakers|
|Colts QB Brissett to start against Jaguars|
|Lakers´ Davis has no plans for load management ahead of return|
|Philadelphia Eagles sign RB Ajayi|
|Suspended Garrett determined to learn from ´terrible mistake´|
|Stafford not ready to return for Lions against Cowboys on Sunday|
|Eagles veteran Sproles ruled out for rest of season|
|Myles Garrett suspended indefinitely by NFL|
|I´m not gonna try to win them over now – Porzingis addresses boos from Knicks fans|
|Paul George labels 33-point Clippers debut ´terrible´|
|Myles Garrett: I made a mistake, lost my cool & I regret it|
|Pelicans spoil George´s Clippers debut, Giannis powers Bucks|