Jay-Z’s Rock Nation partners with the United Rugby Championship (URC). A new rugby match involving 16 teams from Wales, Ireland, Italy, Scotland and South Africa was announced on Wednesday.

Rock Nation is a world-renowned entertainment company founded by rappers in 2008. With offices around the world, the company represents world-renowned singers, actors and athletes, including footballers Kevin de Bruyne and Romelu Lukaku.

The URC is an evolution of PRO14 into a 16-team format, with four South African teams joining the league in Irish, Welsh, Scottish and Italian clubs.

The association hopes that the partnership with Rock Nation will “bring innovation, community, integrity and a new audience.”

“Rock Nation is at the forefront of sports, entertainment and culture. We believe there is no better partner to help us reach new audiences and develop new experiences for fans.” URC CEO Martin Anai said in a statement.

We look forward to this partnership that will help players and fans realize our desire to become a strong, goal-oriented league with sound and influence.

With an unprecedented network in the show business and a track record of building strong bonds between champion athletes and their communities, this is an opportunity for Rugby United to build on our future.

“We believe rugby has a unique and inspiring quality, and our goal is to work with the Rock Nation to inspire the next generation of players and fans from all walks of life to continue developing the game.”

URC will partner with the Rock Nation Sports subdivision, providing player management and entertainment on and off the pitch.