Roc Nation will work with Leeds on marketing and promoting inclusivity and cultural diversityGetty Images
EPL side Leeds United returned to England's top league after a 16-year absence and now is being assisted by Roc Nation, which is working to "grow the northern English club’s brand and global appeal," particularly in the U.S. and China, according to Rob Harris of the AP. Roc Nation Sports Int'l President Michael Yormark said, “To watch the team on the pitch -- it’s extraordinarily fun. It’s great entertainment.” Leeds Dir of Football Victor Orta said, “We have this generation that knows and remembers a lot about us. It is true, that we need to have a new generation that I call FIFA generation, because for a lot of times we don’t appear in the video game and now we are in the video game." He added, "I'm sure now under 18s people start to know about us." Harris noted while Roc Nation will work with Leeds not only on marketing, but also on "promoting inclusivity and cultural diversity." Yormark explained, “Especially now ... during the COVID period, we all have to find hope somewhere. And in Leeds, they find hope through their football club" (AP, 11/21).
