Newly created user role not displaying on users screen

I have created a new role with the following code:

add_role('sponsored_content', 'Sponsored Content', get_role('contributor')-capabilities);

I have added users to this role. When viewing the users screen this Sponsored Content role does not display.

Using the browser inspect tool the markup is present:

li class=sponsored_contenta href=users.php?role=sponsored_contentSponsored Content span class=count(6)/span/a |/li

There is styling coming from a constructed stylesheet preventing it from displaying:

.sponsored_content {
    display: none !important;
}

This is not styling that I have added and I do not know where it is coming from. Any ideas where this styling is coming from or how to remove it?