The world of traditional sports continues to merge with the growing esports space. Athletes accustomed to draining three-pointers, hitting home runs or scoring touchdowns are increasingly picking up controllers and spending hours playing video games to grow their personal brands.

Jay Z’s Roc Nation is poised to launch an esports initiative to create opportunities in the esports world, including tournaments, live streaming events and gaming content, that would pair with its roster of traditional sports athletes and brands.

Subscribe to Ad Age now for the latest industry news and analysis.

The effort is a multi-year partnership between Roc Nation Sports—a subdivision of the entertainment company that functions as a management and sports agency—and media group Gaming Community Network (GCN), part of esports agency GameSquare. The deal's terms are still being finalized. 

As part of the partnership, GCN will work with Roc Nation Sports athletes to create opportunities in the space and produce content that will live across GCN’s more than 85 gaming and sports websites. GCN will also strategize with athletes to pair them with the esports and games that fit with their interests. Roc Nation Sports’ roster of players includes Charlotte Hornets point guard LaMelo Ball, Tampa Bay Buccaneer running back Leonard Fournette, Belgium soccer player Romelu Lukaku and Phoenix Mercury point guard Skylar Diggins-Smith, among others.

“Increasingly, athletes are engaging in the world of esports gaming,” Brodie Van Wagenen, chief operating officer and head of strategy and business development at Roc Nation Sports, said in a statement. “Younger audiences represent a hugely influential and important demographic to reach. By pairing GCN’s vast network and capabilities with Roc Nation Sports’ diverse global footprint, our clients will be able to connect to a broader community while growing their personal brands and businesses through innovative and multi-facing gaming projects.”

The partnership is a sign that the growing esports space is attracting a wider net of personalities and celebrities that want to be involved. The esports industry is expected to surpass $1 billion in revenue in 2021 and maintain an 11% growth rate to reach $1.6 billion by 2024, according to data from esports analytics company Newzoo.

During the pandemic, professional athletes including basketball stars Kevin Durant and Trae Young began appearing as part of tournaments to raise money for COVID relief charities as sporting leagues paused live events. Football player JuJu Smith-Schuster and baseball pitcher Blake Shell also gained followers on streaming channels including Twitch.  

Athletes are continuing to sign with esports organizations. This week, three Kansas City Chiefs football players signed with Kansas City-based esports company Pioneers. Earlier this year, NFL veteran Rodger Saffold made headlines for being one of the first professional athletes to purchase an esports team.

A rising argument is whether esports stars are athletes themselves, with many calling for the sport to be part of future Olympics. Roc Nation Sports has esports stars on its roster already and is hoping the new partnership will only increase its talent. The agency first ventured into esports in 2019 by signing Mosaad “Msdossary” al-Dossary, winner of the FIFAe world Cup and 2018 eSports Player of the Year.

“This partnership will allow us to continue to bridge the gap between traditional media and gaming,” says Chris Kindt, chief marketing officer at GCN.

UPDATE: This story has been updated to reflect the status of the deal.

Subscribe to Ad Age now for the latest industry news and analysis.