The NFL has struck a broad alliance with Jay-Z in which the rapper will both help the league with one of its thorniest problems—smoothing out continuing tensions with players over social-justice issues—and expand the NFL’s entertainment offerings, including the Super Bowl halftime show and other creative projects.

The NFL and Roc Nation, the entertainment company founded by Jay-Z, have launched a partnership in which Jay Z will take a prominent role in a social-justice program the league launched last year at a time when it was still roiled by controversy over player protests during the national anthem started by Colin Kaepernick.

The parties said Roc Nation will also expand and play an integral role in the NFL’s entertainment operations—not just the halftime show, but also the production and distribution of other new football-related content together on streaming services. That could include original music, in addition to podcasts for players to voice their opinions on social and cultural issues that are important to them. Front Office Sport first reported an NFL-Roc Nation partnership.

The deal effectively positions Jay-Z—who once rapped “I said no to the Super Bowl, you need me, I don’t need you”—as the face of the NFL’s social-justice program, Inspire Change, which was launched earlier in the year after years of unrest among its players. But the topic has been a prickly one for the NFL, as Kaepernick has gone unsigned for two years since inspiring the movement while some players continued to demonstrate through last year.

Inspire Change’s stated goals are promoting education and economic advancement, improving police and community relations, and enacting criminal-justice reform. The initiative was started in partnership with the Players Coalition, which was founded by a group of players seeking to enact social reform, and has supported charities and causes across the country. Patriots owner Robert Kraft was among the key figures in bringing the partnership with Roc Nation together.