Jay-Z and company ready to rock Mzansi with Sundowns signing
Last month, Roc Nation made its grand entry into African football by entering into a partnership with Sundowns. The deal was its first foray into football on the continent with most of the company’s client base having been in rugby and cricket. Their football clients include football superstars Romelu Lukaku , Kevin de Bruyne and Axel Witsel .While it is unusual for an agency to sign up an entire sports club, the deal with Sundowns is not their first of its kind.
“It was a no-brainer to have them as part of the Roc Nation family. They are in a league of their own. They have a vision that is aligned with ours,” Lugudde-Katwe told City Press. “We help with their brand [marketing], creative activations, digital strategy, commercial sales and community initiatives. We want to show the world what Sundowns is about.”While Roc Nation does not have any PSL footballers on its books, this could change soon.
In fact its first collaboration with the Motsepes was in 2018 by bringing the Global Citizen concert to the FNB Stadium. In 2019, the brand branched out of the US, expanding its reach to sports stars in other parts of the world.
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