Jay-Z and Roc Nation are partnering with the NFL to "consult on entertainment." In an effort to make himself not look like a sellout asshole, Roc Nation will also be involved in the league’s "activism campaign" Inspire Change. In case you forgot, Jay was critical of the league blackballing Colin Kaepernick and refused to perform at the Super Bowl. He also tried to cover his ass by saying he spoke to Kaepernick, but according to Nessa, Kaepernick's girlfriend:
Apparently Jay talked to Kaepernick a couple days before the announcement, but the deal was already done at that time.
Source 1 | Source 2