November 23 – Leeds United have partnered with Roc Nation to build their brand after returning to the Premier League this season under the guidance of cult coach Marcelo Bielsa.
On Saturday, the partnership was unveiled in the form of a mural depicting homegrown midfielder Kalvin Phillips, alongside club legends Lucas Radebe and Albert Johanneson, in Leeds city centre.
Roc Nation is the entertainment agency of rapper Jay-Z. The agency’s portfolio includes stars from the music industry like Rihanna, Alicia Keys and DJ Khaled as well as football players Kevin De Bruyne and Marcus Rashford. Roc Nation said that it aims to “support the growth of the Leeds United brand in key markets of the USA and Asia”.
“Roc Nation is a worldwide brand and has worldwide marketing with their strength in the states and now us here,” said Leeds sporting director Victor Orta. “By partnering with them, we feel that we are growing. I feel really happy because now we are showing our ambition in every sense, both on the pitch and off the pitch”
“The mural is a representation of our soul because Kalvin Phillips is the core of a lot of things that are happening in the last three years with us. For us he’s really important. He’s the symbol of our club and obviously for the city. I feel really proud.”
Contact the writer of this story, Samindra Kunti, at moc.l1735155883labto1735155883ofdlr1735155883owedi1735155883sni@o1735155883fni1735155883