Leeds United targets US and Asian markets in Roc Nation deal

Leeds United has become the first Premier League side to link up with Roc Nation, a music and sport entertainment agency founded by Grammy-winning rapper Jay-Z.

The West Yorkshire club bounced back to the top flight after a 16-year absence and will now turn its attention to its fanbases in the United States and Asia as part of the new deal.

The two parties have identified three key verticals which they can utilise to reach new audiences. These include brand amplification, creative activation, and PR and marketing; digital strategy and execution and content development; and commercial sales.

Angus Kinnear, Leeds Chief Executive, stated:“Our aim is to grow our fanbase across all territories that Premier League football touches and Roc Nation’s unique profile and relationships will allow us to do so in areas such as the USA and the Far East.

“We will be working closely with the team at Roc Nation to ensure we use the power of the Premier League to establish our club as one of the biggest in world football.”

Manchester United ace Marcus Rashford and Manchester City’s Kevin De Bruyne, along with Wilfried Zaha, have already signed up to the management company. Serie A side AC Milan also agreed a deal with Roc Nation in July.

President of Roc Nation Sports International, Michael Yormark, added: “The ownership’s strategic vision for the club is evidently clear, and with endless potential and a blueprint for success, we are excited to be standing side-by-side with Leeds United as they navigate this new chapter in the Premier League, keeping hold of that ethos and spirit that has become so recognisable.”

A mural in the city centre has been unveiled to mark the partnership between Leeds and Roc Nation. Artist Akse P19 depicted homegrown starlet Kalvin Phillips alongside club legends Albert Johanneson and Lucas Radebe in front of a New York skyline, where the Roc headquarters are based.

Insider Insight: An up and coming brand in Roc Nation – which is already linked with Rihanna, Alicia Keys and DJ Khaled – partnering with an innovative club such as Leeds is an exciting prospect. With Leeds’ return to the Premier League, the two could produce some unique content for club channels.