English Premier League side Leeds today announced that they teamed up with Jay-Z's Roc Nation sports agency. The partnership was kicked off with mural of club legends Albert Johanneson and Lucas Radebe as well as fan favourite Kalvin Phillips to honour their diverse racial history.
Roc Nation has previously already partnered with the likes of Kevin De Bruyne, Marcus Rashford and Wild Zaha as well as AC Milan in what was "a unique industry-first partnership".
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Roc Nation To Support Leeds' Growth In USA & Asia
Roc Nation, the "world’s leading music and sports agency", will support the growth of the Leeds United brand in key markets of the USA and Asia.
The unique piece of art made to kick off the deal is located in the centre of Leeds, named ‘Paving the Way’. The mural has been painted by famed street artist Akse P19 in celebration of the new partnership, featuring 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.
Albert Johanneson was the first high profile Black player to represent Leeds United as well as the first player of African heritage to play in an FA Cup final in 1965. The South African winger made nearly 200 appearances for the club between 1961 and 1970.
"I'm so honoured and humbled to be muralised on a wall in the city I love alongside Kalvin and a fellow South African, the legendary, Albert Johanneson who paved the way for black footballers.", said Lucas Radebe.
"On behalf of the Johanneson family, I would like to take this opportunity to thank Leeds United Football Club and Roc Nation for its decision to include my father, Albert Johanneson, as a face in its efforts to openly acknowledge and celebrate the indelible mark that people of color have made toward the club’s successes, both historically and in the present.
Listen to Luke’s pre-match playlist on @TIDAL https://t.co/Ozj0V2dUyU pic.twitter.com/GteLwDmap9— Leeds United (@LUFC) November 21, 2020Do you think that deal makes sense for LUFC? Do you think Roc Nation will manage to help the Leeds brand growing globally? Share your thoughts in the comments below.