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Jay-Z’s Roc Nation groups up with United Rugby Championship

Might Rihanna (left) quickly be following the United Rugby Championship?

Rihanna and the Ospreys. Shakira and Rodney Parade? These iconic musicians have extra in frequent with Welsh rugby than you would possibly suppose.

That’s as a result of the United Rugby Championship (URC), the brand new competitors that includes 16 groups from Wales, Eire, Italy, Scotland and South Africa, has joined forces with Roc Nation, a world-leading leisure firm.

Based by Jay-Z in 2008, the enterprise has places of work in New York, London and Los Angeles and represents a bunch of worldwide recognised singers – Shakira and Rihanna included – and actors in addition to sporting superstars similar to footballers Kevin de Bruyne and Romelu Lukaku.

Now Roc Nation is branching out to rugby with what the URC introduced on Wednesday as a “strategic consulting partnership” between the 2.

The URC begins in September, an evolution of the Pro14 right into a 16-team league format, including the highest 4 groups in South Africa to 4 from Wales and Eire in addition to two every from Scotland and Italy.

In collaborating with Roc Nation, the league hopes to “drive innovation, group and integrity, reaching new audiences”.

A URC assertion added: “Roc Nation will help within the growth of a Participant Advisory Group, providing gamers a seat on the desk to voice opinion and share their views on the promotion and advertising of the sport.”

The partnership has definitely given the URC the type of glitzy promotion it may scarcely have dreamed of in its earlier guises courting again to the inaugural Celtic League in 2001.

Wednesday’s promotional video was soundtracked by Jay-Z’s Encore, with footage of DJ Khaled and different Roc Nation stars juxtaposed with match motion from Wales, Eire, Italy, Scotland and South Africa.

It’s not typically Rihanna and Justin Tipuric share the identical stage.

However then once more it’s not typically that Welsh rugby finds itself within the firm of among the world‘s most well-known folks.

“Roc Nation is on the reducing fringe of sports activities, leisure and tradition, and we consider there is not any higher accomplice to assist us attain new audiences and develop new experiences for followers,” stated Martin Anayi, chief govt of the URC.

“We’re trying ahead to this partnership serving to us obtain our ambitions of changing into a robust, purpose-led league the place gamers and followers can have a voice and an affect.

“With an unparalleled community on this planet of leisure and a observe report in constructing sturdy connections between sporting heroes and their communities, this is a chance to construct in the direction of the formidable future now we have for the United Rugby Championship.

“We consider that rugby holds a novel inspirational high quality and alongside Roc Nation our aim is to encourage the following era of gamers and followers from all walks of life to continue to grow the sport.”

The URC will work particularly with Roc Nation Sports activities, a sub-division of Roc Nation launched in 2013.

Jay-Z is a former proprietor of the Brooklyn Nets basketball crew, and the present Roc Nation Sports activities roster options quite a few main basketball, baseball and American soccer gamers.

Michael Yormark, co-chief govt of Roc Nation Unified, stated: “Roc Nation is thrilled to embark on this distinctive partnership with the United Rugby Championship, as they kickstart an thrilling new chapter of their historical past, guided by a transparent blueprint for achievement.

“Leveraging our subject-matter consultants throughout our worldwide places of work, we’re assured that the United Rugby Championship will proceed to draw among the greatest names in world rugby with its trendy and collaborative strategy to participant administration and redefine the idea of stay leisure on and off the sphere.

“Roc Nation is happy to be on this journey with the league.”

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