The NFL has signed a new deal with Roc Nation and Jay-Z for consulting on entertainment, including the Super Bowl halftime show, and contributing to the league’s activism campaign, Inspire Change. With controversy over its handling of players kneeling during the national anthem, the NFL hopes to form a bond with Players and critics.

JAY Z was approached by the NFL last year to do the halftime show which JAY Z turn down. JAY Z took a shot at the NFL on the song with Beyonce “Apesh*t” saying “I said no to the Superbowl, You need me, I don’t need you.”