During a recent interview with Fox News anchor Laura Ingraham, musician Kid Rock criticized the NFL’s partnership with Jay-Z, describing it as a diversity, equity, and inclusion (DEI) decision intended to boost viewership.
Kid Rock made the remarks while discussing the Super Bowl halftime show and his appearance at Turning Point USA’s alternative halftime performance, which the conservative organization promoted as counterprogramming to the official Super Bowl event. The NFL’s halftime headliner, Bad Bunny, has previously criticized U.S. Immigration and Customs Enforcement (ICE) and spoken out about what he describes as the agency’s treatment of Hispanic and Latino communities. His selection drew criticism from some conservatives, who cited his anti-ICE stance as a reason for supporting the alternative halftime performance.
In the interview, Kid Rock claimed the NFL brought Jay-Z into its halftime planning efforts to attract more Black male viewers.
“So it goes like. ‘Well maybe Jay-Zill do it,’”the Detroit native said.
“Which nothing against Jay-Z. I respect him for his hustle and his music, but it seems like there’s a little bit of a DEI hire there going on.”
He added that the league’s decision appeared calculated, remarking that “Black guys love Jay-Z,” and suggesting the partnership “seemed like a natural fix” for the NFL.
“I’m not that ignorant. I know a lot of us love Jay-Z, not just Black guys,” Rock said.
“But in a league where you have this problem, it seemed like, ‘Oh, we’ll bring him in.”
Jay-Z has been involved with the NFL since 2019 through a partnership between the league and his entertainment company, Roc Nation, which consults on music. live entertainment, and social impact initiatives, including the Super Bowl halftime show.
Kid Rock also criticized the NFL’s leadership more broadly, accusing the league of ending its federal tax-exempt status in a way he believes reduced financial transparency. He suggested the change allowed Commissioner Roger Goodell to avoid publicly disclosing his salary.
The NFL formally gave up its tax-exempt status in 2015, stating at the time that the designation was no longer necessary for its operations.
The NFL has said its partnership with Roc Nation is intended to enhance its entertainment offerings and advance social responsibility efforts, though critics like Kid Rock continue to question the league’s motivations.
