Bag Secured: NFL & Jay-Z Extend Agreement To Partner On Super Bowl Halftime Shows

The NFL has 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 “Inspire Change” social justice program. 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” dominating the charts.

Weezy expressed his disappointment over not being selected however NFL Commissioner Roger Goodell revealed he was pleased to hear that Kendrick would be taking the stage.

Now according to Bloomberg, Jay-Z and RocNation’s halftime show selections have pleased the NFL so much that it’s extending its agreement. The original NFL deal with Roc Nation was five years for $25M, but it’s 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.

Super Bowl LIX will invade New Orleans on Sunday, February 9, 2025, Santa Clara in 2026, Los Angeles in 2027, and Atlanta in 2028.