Renowned music artist and businessman Jay Z and his company Roc Nation will be partnering with NFL.

Apparently, in the partnership, JAY will now assist the league with a variety of entertainment deals, including helping to improve the Super Bowl halftime show.

In addition, Hov will bring a new social activism campaign to the league, though Colin Kaepernick will not be part of it.

It has also been discovered that, this development has led to backlash for JAY, especially with his past support of Kaep against the NFL.

Since the deal is coming in a surprising way, the partnership has led to more questions than answers, bringing to the fore questions like: It’s unclear  ever get real clarity as to why JAY-Z felt now was the right time for this deal, but our resident Hov Stan, Frazier, and I attempted to answer some questions surrounding this surprising move.

It’s pretty simple: The NFL needs JAY-Z. Despite football being arguably the most popular sport in America, the league desperately needs a way to better reach a younger audience.

Both JAY and Goodell said they spoke to Kaep about the deal. We don’t know how those conversations went, but based on reactions from Eric Reid and Kaep’s girlfriend, Nessa, the former 49ers QB will not be involved anytime soon.

Speaking on Hot 97 on Tuesday, Nessa voiced that she’s not happy that JAY is working with an organization that has denied Kaepernick the opportunity to continue to play football.

“I don’t mind you doing a business deal—but I do mind you wrapping it in social justice when you’re working with an organization that denies someone an opportunity,” she said.

Kaepernick has yet to speak on Hov’s decision to partner with the NFL. He may never speak on it. Three years later and Colin Kaepernick still can’t get a job in the NFL. All while Hov stands next to Roger Goodell to announce a new social justice partnership. No matter how you slice it, that stings. Even if this deal ends up leading to real change in social justice reform, it doesn’t change the fact that Colin Kaepernick was banished from pro football for his peaceful protests.

Look below for the video