Resurgent Premier League Club Eyes Asian Expansion Through Roc Nation

Leeds United have become the first Premier League club to seal a partnership with Roc Nation, the music and sports management agency founded by Jay-Z. 

Thus far, Leeds United has done zero sponsorship deals in Asia, so the opportunity is a green field one. The partnership will focus on expanding the brand’s reach in Asia and the United States. Roc Nation plans to help the North England football club to reach audiences in these markets through three partnership verticals:

• brand amplification, creative activation, PR & marketing

• digital strategy, execution and content development

• commercial sales.

“Our aim is to grow our fanbase across all territories which the 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,” said Leeds chief executive Angus Kinnear. “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.”

Leeds United, which have returned to Premier League after a sixteen year exile, are the second major European football club to partner with Roc Nation in recent times: Serie A leaders AC Milan agreed an expansive deal back in July. 

Michael Yormark, president of Roc Nation Sports International, said, “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.”

Coincidentally, Leeds United has just signed a 2-year deal with Chinese electronics firm Hisense. However, the partnership is with the UK entity and it is not believed to be related to the Roc Nation arrangement.