The superstar rapper used to scorn the league. At concerts, in interviews and on his records. But in August, all that changed. The superstar and NFL commissioner Roger Goodell announced a massive partnership that would see Jay-Z's Roc Nation lend its name and influence to the league's entertainment programming, and the NFL take its cue from the rapper on issues of social justice. The backlash was intense. From fans, players and the media alike. Jay-Z had aligned himself with Colin Kaepernick in his collusion case against the NFL. He'd worn the quarterback's jersey and spoken out about his treatment at the hands of owners. All of a sudden, Jay-Z said, we were "past that". So...why? Did money speak louder than his conscience, or is there a longer game being played here? The NFL kicks off its 100th season tonight. It's never had a black majority owner. What would change if, say, a rapper from Brooklyn could break that door down? GUEST: Donnovan Bennett, Sportsnet