Simon Jordan says a partnership with Roc Nation will help Leeds United raise their global profile.
The Whites have confirmed a strategic partnership with Jay-Z's sport and entertainment agency, with Victor Orta confirming that the plan is to grow internationally.
Leeds are the first Premier League club to partner with Roc Nation but the agency also represent the likes of Kevin De Bruyne and Marcus Rashford.
Speaking on talkSPORT, former Crystal Palace owner Jordan said the partnership is the latest step in Andrea Radrizzani's grand plan for the Whites.
Yet he warned that the only way the partnership can be a success is by continued performance on the pitch.
"I think if you look at the owner, Andrea Radrizzani, their challenge is the Premier League has moved on a lot in the last 17 years, and their livery has diminished despite being a leading club in the 70s," Jordan said.
"They have lost a lot of lustre, not because we don’t recognise them as a big club but because they’re not recognised as a big club in Malaysia, in China, and the like.
"Part of the opportunity is to rebuild that. The only thing that will do that is, not some highfalutin rock star’s media agency, but their continued participation in the Premier League.
"Leeds have an opportunity to get back some of the ground they lost but it’s a hell of an ask to catch up with Man United and Liverpool. But why not?"
Jordan also feels the involvement of Jay-Z could well increase the awareness of Leeds among potential younger fans.
He said: "You get an expert in the field.
"He may occupy a real connection with the next raft of viewers, the 20-somethings. He might have the zeitgeist on that."
