Leeds United have become the first Premier League club to sign a strategic partnership with Roc Nation, the music and sports management agency founded by Jay-Z, reports, www.sportspromedia.com/.

The collaboration, which follows the Yorkshire club's return to the top flight for the first time in 16 years, will focus on growing the Leeds brand in the United States and Asia.

Roc Nation plans to help Leeds reach audiences in those markets through three partnership verticals, which are brand amplification, creative activation, and PR and marketing; digital strategy and execution and content development; and commercial sales.

The partnership was unveiled in the form of a mural in Leeds city centre depicting current midfielder Kalvin Phillips alongside club legends Albert Johanneson and Lucas Radebe, while it also features the skyline of New York City, where Roc Nation is based.