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Back in Premier League, Leeds turns to Jay-Z agency to grow

SOCCER NEWS:
Back in Premier League, Leeds relies on Jay-Z firm to grow

LONDON (AP) – Back in the Premier League after a 16-year lack, Leeds is now being helped by the sports and home entertainment marketing firm established by Jay-Z to grow the northern English club’s brand name and worldwide appeal.

“To watch the team on the pitch – it’s extraordinarily fun,” Michael Yormark, president of Roc Country Sports International, informed The Associated Press. “It’s great entertainment.”

While Leeds has actually just gathered 10 points from its opening 8 video games, there have actually been exhilarating efficiencies – consisting of in the opening-weekend 4-3 loss to protecting champ Liverpool.

With the charming Marcelo Bielsa in charge, the group’s assaulting intent has actually assisted it win over neutrals with the design of football.

“They’re just a really fun team to watch, whether they win or lose,” Yormark stated. “They play a fast pace brand of football and they’re never out of the match because when you can score goals, you can always come back.”

Roc Country is dealing with Leeds to especially target broadening the club’s profile in the United States and China, drawing too on memories of the group winning the English league in 1992 and reaching the Champions League semifinals in 2001.

“We have this generation that knows and remembers a lot about us,” Leeds director of football Victor Orta informed the AP. “It holds true, that we require to have a brand-new generation that I call FIFA generation, since for a great deal of times we don’t appear in the computer game and now we remain in the computer game.

“I’m sure now under 18s people start to know about us. And it’s the generation that we need to get, not only in England, but outside of England. It’s our challenge, our goal.”

While Roc Country will deal with Leeds on marketing that broadens the brand name and grows business sales, the firm is likewise dealing with the club on promoting inclusivity and multiculturalism.

Ahead of Sunday’s house match versus Toolbox, a mural was revealed in Leeds featuring Kalvin Phillips, a boyhood fan now in the team, and two former stars of the team from South Africa. Albert Johanneson was the first Black player to feature in an FA Cup final when Leeds played at Wembley in 1965 against Liverpool. Lucas Radebe captained Leeds during nearly a decade at the club that ended in 2005 – a year after the team was relegated from the Premier League.

“Our link with South Africa is really incredible,” Orta said.

Yormark was at the Elland Road ground in July to see the second-tier Championship trophy collected as Leeds secured promotion back to the world’s richest league.

“Especially now during this during the COVID period, we all have to find hope somewhere,” said Yormark, an American who has lived in England for 13 months. “And in Leeds, they find hope through their football club.”

___

More AP soccer: https://apnews.com/Soccer and https://twitter.com/AP_Sports

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