South Africa's innovative giants Mamelodi Sundowns have launched their latest novel idea by signing a deal with Jay Z's RocNation sports agency.
Sundowns has risen as the continent's fastest-growing club with a CAF Champions League title in 2016, as well as three quarter-finals and a semi-finals finish since then.
Additionally, Sundowns, known as Kabo Yellow, has dethroned local royalty Kaizer Chiefs and Orlando Pirates as the most successful club in South Africa with four straight league titles and the first side to win 10 Premier Soccer League titles, thanks to the billionaire Dr. Patrice Mostepe's vision, open mind, and conceptual leadership.
The club has now announced a partnership with the international sports agency RocNation that is owned by American superstar Jay Z.
So what is it all about?
RocNation will advise and consult Sundowns on brand development and growth, including footballing support from RocNation's England-based football project.
Sundowns listed the deliverables as Brand Amplification / Creative Activation, Social Media Strategy and Execution Commercial Sales, Community Initiatives, Fan Engagement, and Retail / Hospitality Support Football consultation regarding transfers and the global football market.
Full Statement from Sundowns's website:
"Mamelodi Sundowns FC, one of the most successful African football clubs of the modern era, has teamed up with one of the world’s leading entertainment and sports agencies, Roc Nation Sports. A dynamic collaboration underpinned by values of humility, excellence, and respect.
"Led and inspired by a passion to make a difference, the partnership will see Sundowns and Roc Nation Sports being a vehicle to drive change through impactful initiatives and alignments, with the greater purpose of uplifting communities and lives.
"Masandawana, The Brazilians or Ka bo Yellow as they’re named, are an ambitious, inspiring, dynamic and entertaining family-rooted club that aspires to be the biggest African football club in the world.
"They are the 2021 domestic League Champions; holding 11 League titles, 18 Domestic Cup Titles and the continental recognition of winning the 2016 CAF Championship and the 2017 CAF Super Cup Championship.
"Speaking on the announcement, Tlhopie Motsepe, Chairman of Mamelodi Sundowns FC said: “Mamelodi Sundowns is proud to partner with a brand as renowned as Roc Nation Sports. This partnership, with one of the leading sports agencies in the world, will contribute to the Club’s vision of becoming one of the best football clubs in Africa. We are excited to share this relationship with our most important partner, the Mamelodi Sundowns supporters, who join us on this journey as we reach new heights in innovation, entertainment, and success. Our motto “The Sky is The Limit” reminds us that no dream is too big; and by working together with like-minded organizations, we can go further and inspire those around us.”
"The core vision of the partnership includes changing the narrative of South African sport, striving for excellence, and living up to the club’s motto of the sky being the limit.
"Michael Yormark, President of Roc Nation Sports International said: “Roc Nation Sports is honoured and humbled to partner with one of the most iconic and successful football teams on the African continent. The club is led by excellence; their core values are consistent with those of Roc Nation, making this a partnership based on authenticity. Sundowns has an inspiring story; we want to help amplify that story to a global audience while continuing to achieve the club’s business objectives and goals.”
"In an effort to maintain Sundowns’ on-field excellence, Roc Nation Sports will be providing advice and consultation regarding transfers and the global football market from the London Office, led by Head of Football, Alan Redmond. The partnership will give Mamelodi Sundowns access to commercial platforms and opportunities that will continue to achieve the business objectives and goals.
- Brand Amplification / Creative Activation
- Social Media Strategy and Execution
- Commercial Sales
- Community Initiatives
- Fan Engagement
- Retail / Hospitality SupportFootball consultation regarding transfers and the global football market
"Mamelodi Sundowns is a South African football club based in Pretoria and they play in the top tier of South African football. They are the most successful team in the Premier Soccer League era and are regarded as one of the giants in Africa.
"Since the inception of the Premier Soccer League in 1996 Masandawana have won the league title a record 11 times, have won the CAF Champions League in 2016 and were voted CAF Club Of The Year the very same year. They have also won the Nedbank Cup four times, and hold the joint record of three National Football League Championships and they are the only South African team to compete in the FIFA Club World Cup. The club’s nickname, The Brazilians, is a reference to their uniforms, which echo those of the Brazilian national team.
"About Roc Nation Sports International
"Roc Nation Sports, a sub-division of Roc Nation, launched in spring 2013. Founder Shawn “JAY-Z” Carter’s love of sports led to the natural formation of Roc Nation Sports, supporting athletes in the same way Roc Nation has been working alongside and advocating for artists in the music industry for years. Roc Nation Sports focuses on elevating athletes’ careers on a global scale both on and off the field. Roc Nation Sports conceptualizes and executes marketing and endorsement deals, community outreach, charitable tie-ins, media relations, and brand strategy. Roc Nation Sports’ roster includes premiere athletes such as: Robinson Cano, Skylar Diggins-Smith, Kyrie Irving, Siya Kolisi, Kevin De Bruyne, Romelu Lukaku, Cheslin Kolbe, CC Sabathia, Saquon Barkley, Lungi Ngidi, Dez Bryant, Leonard Fournette, Temba Bavuma, Danny Green, Tendai Mtawarira, Juju Smith-Schuster, Sbu Nkosi, Todd Gurley, Justise Winslow, LaMelo Ball, Jaire Alexander, Bongiwe Msomi, Ronnie Stanley, and Michael Vick.
"The announcement video and an image are available for editorial use via the below link. Please credit Roc Nation Sports and Mamelodi Sundowns FC," the note ended.
Some of Roc Nation's clients include Kevin De Bruyne, Marcus Rashford and Romelu Lukaku.