Music icon JAY-Z just did the unthinkable. The hip-hop veteran has officially teamed up with the NFL to bring social justice to the controversial league.

According to reports, Young Hov and his Roc Nation brand will also focus on strategizing the league’s music.

The deal with Roc Nation, the rapper’s entertainment and sports company, calls for the firm to be the N.F.L.’s “live music entertainment strategist,” a role that will see Roc Nation and Jay-Z consulting on entertainment, including the Super Bowl halftime show, and contributing to the league’s activism campaign, Inspire Change. (NY Times)

The move also comes after yearly protests against the NFL for condemning players kneeling during the national anthem to protest police brutality.

The N.F.L. is keen to portray the Roc Nation deal as a way to bring more high-profile entertainers to its events. It also represents an effort to quiet the long-running controversy over its handling of players kneeling or sitting during the national anthem — most notably by Colin Kaepernick, the former San Francisco 49ers quarterback — and to form a bond with its most vigilant and influential critics. (NY Times)

The massive game-changing move even sparked a mighty co-sign from Atlanta rap star T.I.

Over the past few years, JAY has publicly taken aim at the league for its treatment of players like Black Lives Matter activist and NFL free agent Colin Kaepernick.

For years, Jay-Z was critical of the NFL’s handling of peaceful protests from various players like Colin Kaepernick, who decided to kneel during the national anthem to bring attention to various forms of police brutality. In 2018, Jay called Kaepernick an “iconic figure” on CNN’s The Van Jones Show and showed his support for the quarterback onstage and during performances on Saturday Night Live. (Rolling Stone)