When Allegiant Stadium opened later that year, the Rokit Field Club was nowhere to be found. Rokit owed the team $5.9 million for the first year of the agreement, but it never paid. In March 2020, Raiders players and cheerleaders participated in a photo shoot in Las Vegas to announce the deal.īut it soon fell apart. The talks led to a 10-year deal worth more than $60 million, a sizable partnership even by NFL standards, which made Rokit the Raiders’ official phone and included naming rights to a 13,000-square-foot club inside Allegiant Stadium.

They added that his involvement, in addition to multiple conversations with counterparts at the Rockets, Chargers and Williams Racing, made the Raiders comfortable signing a long-term agreement with a relatively unknown entity. At the same time, DeJoria, who also co-founded and runs the Paul Mitchell haircare juggernaut, was working with his longtime British business partner, Jonathan Kendrick, to boost their mercurial, 20-year-old ROK brand into Rokit.ĭeJoria, though not an officer nor employee, was an active part of the Rokit discussions with the Raiders, the sources said. The Raiders’ due diligence, two people familiar with the process told Sportico, focused on the financial heft of the prospective sponsor’s biggest backer, Patrón Spirits Co.’s billionaire co-founder John Paul DeJoria, who’d just sold his 70% stake in the tequila giant to Bacardi in a $5.1 billion deal.

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