Roc Nation Sports, the international entertainment and sports management company, has entered a consulting partnership with the United Rugby Championship, the revamped Europe-based rugby union clubs competition.

The tie-up, which was announced today, will see the pair collaborate to produce purpose-driven initiatives and activations, with the aim to reach new audiences, and the next generation of rugby fans and talent.

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The deal comes following the recent announcement that the Pro14 was rebranding to the URC, with four South African teams joining for the 2021-22 season, which starts in September.

Roc Nation Sports, which launched in 2013 as a subsidiary of rap star Jay-Z's Roc Nation entertainment company, focuses on enhancing the careers of athletes both on and off the field, through marketing and endorsement deals, community outreach, charitable deals, media relations and brand strategy.

Under the new partnership with the URC, Roc Nation will help with the development of a Player Advisory Group, which will offer players the opportunity to provide their input on the promotion and marketing of the game.

Martin Anayi, chief executive of URC, said: “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. 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.

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Michael Yormark, co-chief executive of Roc Nation Unified, added: “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.

“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 boasts an extensive athlete portfolio, including Robinson Cano, Skylar Diggins-Smith, Kyrie Irving, Kevin De Bruyne, Romelu Lukaku, CC Sabathia, Saquon Barkley, Dez Bryant, Leonard Fournette, Danny Green, Juju Smith-Schuster, Todd Gurley, Justise Winslow, LaMelo Ball, Jaire Alexander, Ronnie Stanley, and Michael Vick.