is back to A-list business … a year after Rihanna and other top artists boycotted the league for the wrongs done to blackballed quarterback Colin Kaepernick.
Yet as impressive as the musical lineup will be for the Hard Rock Stadium crowd and probably 100 million-plus viewers , the most significant signs of the NFL’s partnership with Roc Nation have come – and will come -- under the umbrella of the “Inspire Change” initiative the league rolled out in January 2019 to raise awareness and support social justice efforts.
Two weeks before LIV, Roc Nation and the NFL pushed out a riveting PSA in the digital universe that humanized Botham Jean, the 26-year-old man slain by a Dallas police officer in his apartment, where he was said to have been watching football. Yet Goodell – with his share of blemishes over the years in hand;ing crises -- is now the key figure needed to push the NFL’s social campaigns forward. That’s hardly automatic, given the politics and big business demands of working for NFL team owners, some of whom seemingly have limited inspiration to address social issues.
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