Simon Jordan has approved of the deal that’s seen Leeds United become the first Premier League club to partner with Jay-Z’s Roc Nation agency.

Roc Nation has said that it wants to “support the growth of the Leeds United brand in key markets of the USA and Asia.”

They already represent players Kevin De Bruyne and Marcus Rashford.

Talking on the White & Sawyer Show (talkSPORT, Tuesday, 12.30pm) the former Crystal Palace owner said the challenge for Leeds was to rebuild a brand diminished by time in exile out of the Premier League.

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“I think if you look at the owner, Andrea Radrizzani, their challenge is the Premier League has moved on a lot in the last 17 years, and their livery has diminished despite being a leading club in the 70s,” Jordan said.

“They have lost a lot of lustre, not because we don’t recognise them as a big club but because they’re not recognised as a big club in Malaysia, in China, and the like.

“Part of the opportunity is to rebuild that. The only thing that will do that is, not some highfalutin rock star’s media agency, but their continued participation in the Premier League.

“Leeds have an opportunity to get back some of the ground they lost but it’s a hell of an ask to catch up with Man United and Liverpool. But why not?”

Jim White asked, “Why do you need Jay-Z’s agency?”

“You get an expert in the field,” Jordan said. “He may occupy a real connection with the next raft of viewers, the 20 somethings. He might have the zeitgeist on that.”

“Do Leeds United have the ability to take fans away from the likes of Liverpool and Man United?” White asked.

“That’s the $64,000 question. It’s a big ask but if you’re not going to push the envelope you’re not going to find out. It could add another string to their bow.”

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In Radrizzani we trust

Pushing the envelope is what makes Andrea Radrizzani such a good owner for Leeds United.

He’s got great business acumen but he knows that you need to do things right.

That’s why he bought Elland Road back and had a three-year vision that’s seen Leeds back in the Premier League and Marcelo Bielsa join as manager.

He hasn’t tried to do things on the cheap at Leeds and the fans appreciate him for that.

Businesses can’t sit still today. The road is littered with companies like HMV who refused to see where the future was going.

Some fans might wonder what Roc Nation can do for Leeds and the answer might be “nothing”. But it could well help the club become a powerhouse around the world again.

You’ve got to be in it to win it.

In other Leeds United news, MOT View: Leeds & Everton fans will be fuming after official PL update for Sat clash at Goodison

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