Roc Nation and the NFL have agreed to a deal in which the entertainment company will lead the league's endeavors in music and entertainment.
Roc Nation will advise on the selection of artists for events such as the Super Bowl.
Both parties also will work to amplify the league's Inspire Change initiative.
"With its global reach, the National Football League has the platform and opportunity to inspire change across the country," Jay-Z 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."
Likewise, NFL commissioner Roger Goodell is excited about the possibilities.
"Roc Nation is one of the most globally influential and impactful organizations in entertainment," 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."