Marking history and treading new ground, Leeds United and the world’s leading entertainment company, Roc Nation, are marching into a Premier League-first strategic partnership, with a view to supporting the expansion of the Leeds United brand in key markets of the USA and China.

Leeds United have been a pleasant surprise on their return to the Premier League, with their expansive and entertaining brand of football under Marcelo Bielsa catching several of the established teams off-guard. And while their brand of football continues to develop on the pitch, the club are making strides towards expanding the brand off the pitch, with the news that they are partnering with Roc Nation, which was announced via the presentation of a large-large-scale mural in the centre of Leeds named ‘Paving the Way’. 

The partnership will support brand growth and development in these two key strategic markets where Roc Nation have a strong footprint, effectively delivering the Leeds United ethos and spirit to new audiences via key partnership verticals, helping to support a new chapter in the club’s history, driven by innovation, creativity and integrity. 

Situated on The Calls, in the heart of Leeds, the mural announcing and celebrating the new partnership was painted by famed street artist Akse, and it features club legends Albert Johanneson and Lucas Radebe, as well as homegrown midfielder Kalvin Phillips. The mural design proudly honours the diverse heritage of the club, and the foundation of minority-owned Roc Nation, whose home is depicted in the mural via the New York City skyline.

We are delighted to welcome Roc Nation, one of the world’s leading music and sports management agencies, to the Leeds United family,” said Angus Kinnear, CEO of Leeds United. “Our aim is to grow our fan base across all territories that 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. 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.

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The move marks yet another huge leap for Roc Nation into the footballing world, coming on the back of an impressive recruitment drive that has seen the likes of Kevin De Bruyne, Marcus Rashford and Wild Zaha. It also follows news of AC Milan and Roc Nation joining forces in a unique industry-first partnership.

Within an hour of meeting Andrea and Angus, we knew that this was a partnership we wanted to embark on at Roc Nation Sports,” Michael Yormark, President of Roc Nation Sports International explained. “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. Leeds United has become everyone’s second club due to their unbelievably rich history, unparalleled fanbase, and exciting on-field performance, but for us they are the first, as we march on together in the English Premier League.