Leeds United is looking to expand their commercial strength after ending the 16-year wait to play again in the Premier League. The historic English club has recently signed a deal with management agency Roc Nation to strengthen the growth of their brand in the market of the USA.
To mark the start of this partnership, Roc Nation had helped in painting a big mural in Leeds featuring club legends Albert Johanneson and Lucas Radebe. The mural also includes homegrown midfielder Kalvin Phillips, who is currently part of the first team. This giant mural is known as Pave the way since it represents the diverse heritage of the club. It is painted by famous artist Akse P19.
Roc Nation is a management agency founded by world-famous singer and rapper Jay Z. The firm looks after the commercial deals of singers and artists. In the past few years, they have started managing athletes too. In football, the likes of Kevin De Bruyne, Marcus Rashford, and Romelu Lukaku are managed by Rocnation. Lungi Ngidi became the first cricketer to join Rocnation this year.
Considering the success of Roc Nation in the past, this partnership will benefit Leeds United to explore the market in the USA. Since Premier League is the most-watched European league in the world, Roc Nation will also get a very strong exposure across the globe by partnering with Leeds United.
The English club has struggled in the past in the Championship, the second division of English football. The arrival of Marcelo Bielsa has completely changed the sporting fortunes of the club as they got promoted to first division under him. Leeds play an attractive style of football on the pitch that keeps the fans on the edge of their seats. After taking massive strides on the pitch, Leeds is looking to grow off it by signing a deal with Rocnation.