Jay Z

The National Football League has signed rapper Jay-Z to “amplify the league’s social justice efforts” and enhance its live game experiences.

He will front the NFL’s “inspire Change” initiative launched early this year to help it rebound from the PR blackeye suffered in the aftermath of the Colin Kaepernick kneeling during the national anthem fiasco.

The still unsigned Kaepernick filed a grievance against the NFL alleging team owners colluded to keep him out of the game. He settled earlier this year for reportedly less than $10M.

President Trump weighed in on the Kaepernick issue in 2017, assailing players who took the knee during the anthem as unpatriotic. He also branded an unnamed player, “a son of a bitch.”

The NFL’s Inspire Change program works with the Players Coalition and individual players to reduce barriers to opportunity via a focus on education and economic advancement, police & community relations and criminal justice reform.

Jay-Z’s Roc Nation will advise the NFL on the selection of artists for the Super Bowl and “nurture and strengthen community through football and music,” according to the NFL’s statement.

“Roc Nation is one of the most globally influential and impactful organizations in entertainment," said Roger Goodell, NFL commissioner. "The NFL and Roc Nation share a vision of inspiring meaningful social change across our country."