The United Rugby Championship has announced a strategic consulting partnership with Roc Nation.
According to the two parties, the partnership “strives to provide a platform that embraces and celebrates difference, capturing the imagination of the next generation of rugby fans and talent.”
An official release goes on to say that “the partnership has been designed to drive innovation, community and integrity, reaching new audiences via purpose-driven initiatives and creative activation. The relationship will add value to current and future commercial partnerships through innovative ideas and global amplification.”
Roc Nation is to assist in the development of a ‘Player Advisory Group’, offering players a seat at the table to voice opinions and share their views on the promotion and marketing of the game.
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The partnership follows last month’s announcement of the formation of the United Rugby Championship, an evolution of the PRO14 into a 16-team league format, from September 2021, introducing the top four teams in South African rugby.
“Roc Nation is at the cutting edge of sports, entertainment and culture, and we believe there’s no better partner to help us reach new audiences and develop new experiences for fans,” said Martin Anayi, CEO of The United Rugby Championship. “We are looking forward to this partnership helping us achieve our ambitions of becoming a strong, purpose-led league where players and fans can have a voice and an influence. With an unparalleled network in the world of entertainment and a track record in building strong connections between sporting heroes and their communities, this is an opportunity to build towards the ambitious future we have for the United Rugby Championship. We believe that rugby holds a unique inspirational quality and alongside Roc Nation our goal is to inspire the next generation of players and fans from all walks of life to keep growing the game.”
“Roc Nation is thrilled to embark on this unique partnership with the United Rugby Championship, as they kick start an exciting new chapter in their history, guided by a clear blueprint for success,” said Michael Yormark, Co-CEO of Roc Nation Unified. “Leveraging our subject matter experts across our international offices we are confident that the United Rugby Championship will continue to attract some of the biggest names in world rugby with its modern and collaborative approach to player management and re-define the concept of live entertainment on and off the field. Roc Nation is excited to be on this journey with the league.”
Roc Nation Sports is a sub-division of Roc Nation and launched in 2013, off the back of founder Shawn “JAY-Z” Carter’s love of sport.
Roc Nation Sports’ roster includes athletes such as Springbok captain Siya Kolisi, Cheslin Kolbe, Lungi Ngidi and Temba Bavuma.