The NFL extended its partnership with Jay-Z and RocNation to continue working together on the Super Bowl Halftime shows.
In 2019 Jay-Z and RocNation announced their partnership with the NFL to curate the Super Bowl halftime show. For five years RocNation has booked the headlining acts and assisted with the NFL’s social justice program “Inspire Change”. This year RocNation announced Kendrick Lamar would headline the Super Bowl LIX Halftime Show which sent social media into a frenzy. Unfortunately, users were puzzled why Lil Wayne wasn’t selected despite Kendrick’s massive hit “Not Like Us“.
Later Weezy expressed his disappointment over not being selected however NFL Commissioner Roger Goodell revealed he was pleased with the pick.
According to Bloomberg, Jay-Z and RocNation’s selections including Dr. Dre, Rihanna, Weeknd, and Kendrick pleased the NFL to the point of extending their agreement. Reportedly, the original deal was $25M for five years but has been extended into the foreseeable future.
“It’s been a mutually positive relationship,” Goodell said of the company and its chief executive officer, Desiree Perez. “I’m not sure either one of us really spend much time talking about contracts,” Goodell said Tuesday at the NFL owners meeting in Atlanta. “Jay is happy. Desiree Perez is happy. I’m happy, so we’re all good.”
Making a sports league happy is rare and it seems both sides know it and want to continue the euphoria for as long as possible. Super Bowl LIX will invade New Orleans on Sunday, February 9, 2025, Santa Clara in 2026, Los Angeles in 2027, and then Atlanta in 2028.