Leeds United Signs Strategic Partnership With Roc Nation For China Expansion

One of English football’s most illustrious clubs, Leeds United, and the world’s leading entertainment company, Roc Nation, are marching into a Premier League-first strategic partnership, to support expansion of the Leeds United brand in key markets of the USA and China.

The newly formed relationship 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.

The partnership will help to support a new chapter in the club’s history, driven by innovation, creativity and integrity. A partnership built on the aligned notion of family, that is designed to challenge the norm – rewarding, exciting and surprising the Leeds United fan base, and wider community, with purpose-driven cultural activation and experiences.

 Leeds, a city renowned for its live music scene, finds natural synergy and alignment for creative performance with Roc Nation, who represent some of the most recognisable names in Global entertainment.

 “We are delighted to welcome Roc Nation, one of the world’s leading music and sports management agencies, to the Leeds United family. 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,” said Angus Kinnear, CEO of Leeds United.

“Within an hour of meeting Andrea and Angus, we knew that this was a partnership we wanted to embark on at Roc Nation Sports. 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,” said Michael Yormark, President of Roc Nation Sports International