Belgian Romelu Lukaku is to become the first Premier League footballer to sign up with the US music king Jay Z. It is likely Jay Z’s Roc Nation will take care of his talent management and commercial opportunities. Dr Thomas Peeters, sports economist and Assistant Professor at Erasmus School of Economics, gave his reaction concerning this news.
‘In this way Lukaku chooses not only to be a brand of Manchester United but also to be a brand of himself. Roc Nation also benefits from this since the Premier League and Manchester United are the best-known club and league in America and so it’s valuable for them to add Lukaku to their portfolio.’